Increasing Co-Op’s Market Share & Revenue
“Professional, knowledgeable, innovative – and a serious force on the digital marketing scene in Australia .”
-Head of Digital
The Co-op, Australia’s largest member-owned retailer and largest provider of educational, professional and learning resources, sought to increase the market share for all book products. With this plan, Co-op could provide staff and students with a wider range of products, including electronics, mobile services and beauty/fashion necessities.
The Co-op wanted to reach new non-members (specifically targeting professionals: lawyers, doctors, accountants) and existing Co-op members who are unaware of the Co-op’s progression as a member-owned retailer rather than an on-campus text book store.
In order to increase market share, The Co-op focused on targeting and reactivating their vast database of inactive historical members.
After reviewing The Co-op’s site, restricted user navigation options limited cost efficient visitor acquisition. To overcome this, we devised a strategy focusing on remarketing, shopping ads and cost-saving creative aimed to target customers on four levels: Generic online shopping terms, Category terms, Author terms and Product title terms.
In the first five months that Performics and The Co-op collaborated, the product strategy revenue increased by 383% while The Co-op’s paid search market share increased 15 times. Our strategy and custom applications, along with data feeds and site modifications by The Co-op team, allowed for the launch of an extremely profitable paid search campaign and much greater share of the overall market.
Revenue increased by 383%
40% MoM growth in online sales
Paid search share increased from 0.5% to 8%