Boot Buddy
+25%
INCREASE IN AVERAGE ORDER VALUE
+43%
INCREASE IN SALES
+15%
INCREASE IN CONVERSION RATE
THE BRAND:
Boot Buddy is the original shoe and boot cleaning all in one product. First seen on Dragon’s Den (the UK’s version of Shark Tank), the brand has grown into a must-have product for anyone involved in sport and outdoors activities.
The brand is a family run business and after gaining investment from Dragon’s Den, has self funded their growth, growing their market share and presence online and in retailers throughout the UK.
Boot Buddy is the original shoe and boot cleaning all in one product. First seen on Dragon’s Den (the UK’s version of Shark Tank), the brand has grown into a must-have product for anyone involved in sport and outdoors activities.
The brand is a family run business and after gaining investment from Dragon’s Den, has self funded their growth, growing their market share and presence online and in retailers throughout the UK.
THE CHALLENGE:
THE CHALLENGE:
With the business being family run, there was a lack of in-house eCommerce knowledge and expertise. The brand was struggling to hit revenue and profit numbers consistently, and lacked clarity around their goals. Making all of this more difficult, was a confusion about which metrics the brand should be monitoring and measuring. There were issues around attribution and clarity around which products and activities were driving revenue and which were delivering profit. There was an over reliance on paid acquisition coupled with confusion around what was working and what was not. The brand did not know their breakeven point for customer acquisition or what their customer lifetime value was. The brand was also struggling with a low average order value and lack of repeat customers. There were no growth forecasts or projections in place, so the team and agency partners didn’t know what the targets were and the brand was unable to budget appropriately. Due to the lack of clarity on strategy, the brand was unable to manage their stock effectively, often leading to over ordering or under ordering at key trading periods, resulting in huge amounts of stock needing to be stored or sold at a discount, or selling out of stock when demand was high.
THE SOLUTION:
With the business being family run, there was a lack of in-house eCommerce knowledge and expertise. The brand was struggling to hit revenue and profit numbers consistently, and lacked clarity around their goals. Making all of this more difficult, was a confusion about which metrics the brand should be monitoring and measuring. There were issues around attribution and clarity around which products and activities were driving revenue and which were delivering profit. There was an over reliance on paid acquisition coupled with confusion around what was working and what was not. The brand did not know their breakeven point for customer acquisition or what their customer lifetime value was. The brand was also struggling with a low average order value and lack of repeat customers. There were no growth forecasts or projections in place, so the team and agency partners didn’t know what the targets were and the brand was unable to budget appropriately. Due to the lack of clarity on strategy, the brand was unable to manage their stock effectively, often leading to over ordering or under ordering at key trading periods, resulting in huge amounts of stock needing to be stored or sold at a discount, or selling out of stock when demand was high.
THE RESULTS:
+25%
INCREASE IN AVERAGE ORDER VALUE
+43%
INCREASE IN SALES
+15%
INCREASE IN CONVERSION RATE
Having created a clear picture of the brands performance and mapping out a growth forecast, we were able to put in an overarching strategy for growth. One of the tactics we leveraged heavily was an adjustment of the free shipping threshold. After reviewing the order data, we were able to set a strategic level to encourage people to add additional items to their carts. Through these tactics, we were able to increase average order value by 25%, delivering greater profitability and bringing a greater return on investment from paid acquisition.
The increase to average order value, combined with a clearly defined growth strategy and more of a focus on engaging repeat customers, helped increase sales by 43%.
Through our work with Boot Buddy, leveraging their data more effectively, making changes to customer targeting and improvements to the site, we saw an uplift in conversion rate of 15%.