Case study card:
Media optimisation response to covid in fashion retail
eCommerce & Marketing
Iconic UK fashion brand Ted Baker experienced a huge shift to online sales in 2020 and 2021 in response to the pandemic.
They needed to rethink their 2022 marketing budget definition.
Through their advanced analytics, our supplier highlighted that the 2021 online performance was strongly linked to reduced mobility (Covid restrictions) and that environmental factors were unlikely to drive e-commerce in the way it did in 2020-2021.
To close the expected revenue gap, they identified both savings and revenue opportunities:
1) Same revenue could be achieved with 10% less marketing by increasing media efficiency (ROI +11%)
2) 7% extra revenue could be generated with higher focus in non-paid channels (CRM, Organic search)
3) They highlighted the importance of other levers such as pricing & payment solutions in the marketing mix to close sales
This gave Ted Baker enough ammunition to protect its 2022 budget and pursue growth opportunities amidst tougher market conditions.