Lakeland Leather is the UK’s largest independent leather retailer. The retailer trades online and in their 15 stores across the UK, embracing multichannel and ecommerce.
The retailer selects and designs their products from their head office in Ambleside, taking inspiration from the countryside, their natural surroundings and the wider fashion world.
With 60 years of experience under their belt, the established retailer understands their customers and their product and continue to grow and thrive year after year.
Objectives and targets
The Lakeland Leather team identified the need for an experienced ecommerce agency to take their existing ecommerce site to the next level and help grow their online sales with a multichannel paid advertising strategy. They approached Fluid and we worked with them to optimise and maintain their site, drive traffic with paid search across Google Ads and Microsoft Advertising, and manage their Amazon marketing and advertising.
What we did
- Magento Support
- Google Ads
- Microsoft Advertising
- Amazon Advertising
- Amazon Content Optimisation
- Amazon Brand Stores
The retailer’s store needed to be maintained and optimised and we work with the Lakeland Leather team on an ongoing basis with a Magento support retainer.
We also drive traffic to their store with a comprehensive Google Ads and Microsoft Advertising strategy. The retailer was working with a previous agency for their PPC strategy, but campaigns were underperforming and tracking was set up incorrectly. We fixed all tracking issues and implemented a campaign structure using previous data to segment the account based on search intent using structured bidding dependent on the search intent of the query. We also implemented automated strategies across the account leading to an increase in ROI and overall revenue.
For the retailer’s multichannel strategy, we helped them maximise sales on Amazon by creating an Amazon Brand Store to better showcase the retailer’s range, and managing over 300 campaigns with a combination of Automatic, Keyword, Category and Product targeting across both Sponsored Product and Sponsored Brand Ads to drive sales. We also optimised existing content for Amazon’s A9 search algorithm by identifying and including relevant, high traffic keywords and rewriting content to clearly communicate to users the brand, style, material and features of key products.
The retailer has seen continued growth by working with us across strategies and fully maximising multichannel growth.View the website