Increasing revenue during key sales periods for a hybrid commerce clothing retailer
END. is a global, multi-brand contemporary retailer, combining luxury fashion and emerging designers with the most exclusive sportswear and streetwear. One of the fastest growing companies in the UK, END. retails through physical stores, but with a digital-first approach online and via their mobile app, across 80 countries globally.
Challenge
END. were looking to rapidly increase the scope of their Search and Shopping activity across several different markets ahead of the key Black Friday and Christmas peaks.
Shopping was active in several countries but the campaign structure was not keeping pace with END.’s growth, and Search activity was minimal.
Strategy
Following in-depth discussions with the END. team, Katté prioritised a full restructure of UK and US Shopping activity and an accelerated build-out program for Search, tiering designers according to average order value to maximise return on investment.
Combined with intensive account hygiene work including the addition of cross-match negatives for designer terms both at campaign and ad group level, this provided an account structure capable of converting much higher spend levels at the required efficiency.
In addition to this, the Katté team worked closely with END. to revise all reporting at daily, weekly, and monthly level, providing clear, segmentable views of data that informed budget and bidding decisions throughout the Black Friday weekend and Christmas sale period.
Results
450%
increase in womenswear revenue
154%
increase in Black Friday weekend revenue
28%
increase in revenue during Q4
During Q4 2021, END. saw their revenue target exceeded by 28%, with 74% of their revenue driven by non-brand shopping and search activity. They also saw a rise of 450% in revenue from womenswear, between November and December 2021. During the Black Friday-specific campaign, revenue increased by +154% and orders by +137% year on year.
Our Client Says
Working with Katté & Co has been nothing short of exceptional. They are truly world-class at what they do and have made a huge improvement to the performance of our key selling periods in a very short space of time. Revenue increases have been phenomenal and we’d recommend them to any retailer looking to improve their paid media results.
Having worked extensively on both the agency and client side in my career, I’d say their proactive support and deep level of expertise is unlike anything I’ve seen before.
Jamie DeGiorgio, Head of Performance Marketing at END.