J.P. Boden & Co. Ltd.

Published on 03-Dec-2012

Customer:
J.P. Boden & Co. Ltd.

Industry:
Retail

Deployment country:
United Kingdom

Solution:
Cloud Computing, EMM - Digital Marketing Optimization, SmartCloud - Solutions, Smarter Marketing, Smarter Planet

Smarter Planet:
Smarter Solutions for Retail

Overview

J.P. Boden & Co. Ltd. (Boden) is a clothing retailer with a multichannel approach to selling clothing in the United Kingdom and United States. The company was founded in the United Kingdom in 1991 as a menswear label and has gradually expanded the scope of its operation. The clothier now operates retail stores, call centers and country-specific e-commerce sites that sell a broad range of clothing and accessories for men, women, children and teens. London-based Boden employs approximately 800 people.

Business need:
Boden uses a pay-per-click (PPC) program to place ads on search engines. Although the company was experiencing some success with existing customers searching and clicking ads for the brand names it carries, nonbrand keywords rarely delivered new customers and sales to the company’s site. Manual analysis of multiple search engines provided limited insight about the specific keywords that drove the most clicks and sales. Boden began looking for a solution that could help it discover the right nonbrand keywords it could use in its PPC campaigns to increase online sales.

Solution:
Using a PPC management solution, Boden discovered the search terms most likely to drive brand awareness, optimize advertising spending and increase online revenue. The new solution automatically gathers keyword performance information from multiple search engines and ranks their value by analyzing cost-per-click data against their sales conversion rates and return on advertising spend. By accessing these metrics from a centralized interface, managers can modify existing nonbrand keywords for the company’s online campaigns or reallocate advertising dollars toward top-performing search terms.

Benefits:
Increased online sales revenue from nonbrand keywords used in PPC campaigns by 125 percent Boosted ROAS on nonbrand keywords by 16 percent, which helped optimize the marketing budget Helped attract new customers while facilitating an agile response to new market opportunities Eliminated the need to analyze individual search engines and keywords

Case Study

J.P. Boden & Co. Ltd. (Boden) is a clothing retailer with a multichannel approach to selling clothing in the United Kingdom and United States. The company was founded in the United Kingdom in 1991 as a menswear label and has gradually expanded the scope of its operation. The clothier now operates retail stores, call centers and country-specific e-commerce sites that sell a broad range of clothing and accessories for men, women, children and teens. London-based Boden employs approximately 800 people.

The Opportunity
Seeking to capitalize on a flourishing online retail market, Boden uses a pay-per-click (PPC) program to place ads on search engines. Although the company was experiencing some success with existing customers searching and clicking ads for the brand names it carries, nonbrand keywords rarely delivered new customers and sales to the company’s site. Further, manual analysis of multiple search engines provided limited insight about the specific keywords that drove the most clicks and sales. Thus, Boden began looking for a solution that could help it discover the right nonbrand keywords it could use in its PPC campaigns to increase online sales.

What Makes It Smarter
Using a powerful PPC management solution, Boden found a way to quickly discover the search terms most likely to drive brand awareness, optimize advertising spending and increase online sales revenue. The new solution automatically gathers keyword performance information from multiple search engines and ranks their value by analyzing cost-per-click data against their sales conversion rates and return on advertising spend. By accessing these metrics in near-real time from a centralized interface, managers can modify existing nonbrand keywords for the company’s online campaigns or simply reallocate advertising dollars toward newer, top-performing search terms. In addition, the solution automatically notifies managers of trending keywords, which helps them quickly tailor PPC campaigns as new clothing lines hit the street.

Real Business Results
· Increased online sales revenue from nonbrand keywords used in PPC campaigns by 125 percent
· Boosted ROAS on nonbrand keywords by 16 percent, which helped optimize the marketing budget
· Helped attract new customers while facilitating an agile response to new market opportunities
· Eliminated the need to analyze individual search engines and keywords

Products and services used

IBM products and services that were used in this case study.

Software:
IBM Search Marketing

Legal Information

© Copyright IBM Corporation 2012 IBM Corporation Software Group Route 100 Somers, NY 10589 Produced in the United States November 2012 IBM, the IBM logo, ibm.com and Coremetrics are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the web at “Copyright and trademark information” at ibm.com/legal/copytrade.shtml This document is current as of the initial date of publication and may be changed by IBM at any time. Not all offerings are available in every country in which IBM operates. The performance data and client examples cited are presented for illustrative purposes only. Actual performance results may vary depending on specific configurations and operating conditions. THE INFORMATION IN THIS DOCUMENT IS PROVIDED “AS IS” WITHOUT ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING WITHOUT ANY WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE AND ANY WARRANTY OR CONDITION OF NON-INFRINGEMENT. IBM products are warranted according to the terms and conditions of the agreements under which they are provided.