Case Studies

Niman Ranch Case Study:

The Need:

Niman Ranch, an upscale, ethical, boutique meat producer was concerned that online consumer sales had plateau-ed and wanted to reboot growth in this high-margin channel.

 

The Approach:

Starting with a deep review of pricing, inventory, customer profiles and purchasing behavior we then implemented the following:

• Established a fresh, customer-centric voice for corporate communications—talk to your very intelligent customer appropriately and about things that are of value to them
• Optimized Niman Ranch search engine positions to gain new customers
• Bid on 14,000 keywords and phrases
• Raised the free shipping threshold from $85 to $250 with no lost sales (wrote a special customer service script to handle potential objections)
• Used targeted promotions and new free shipping threshold that encouraged larger orders
• Direct Mailed 15,000 old customers who were no longer buying from Niman Ranch with special offers to come-back
• Emailed newsletter opt-in subscribers who had never responded before with the same offer
• Raised tempo of customer sales by intelligently communicating information, awareness and brand promise

The Results: 

Direct mail generated immediate sales for an ROI of 408%. Further, most of these customers remained loyal thereafter and contributed lifetime value

• 56% increase in revenue per email sent
• 370% increase in total email-driven revenue
• Implemented SEM and PPC campaigns that recruited new high-spending customers to increase the size of the customer base by 10% per month.
• Achieved top 5 positions for most searches
• Reduced Niman Ranch shipping costs by 76%--or can be viewed as immediately increasing revenue by 7%
• Increased the average sales size from $130 to $180
• Raised the frequency of purchases by 80%
• Grew the direct online business 145% in 18 months

 

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