{"id":6879,"date":"2014-05-02T14:00:53","date_gmt":"2014-05-02T08:30:53","guid":{"rendered":"https:\/\/www.digitalvidya.com\/blog\/?p=6879"},"modified":"2014-05-29T14:15:40","modified_gmt":"2014-05-29T08:45:40","slug":"waitrose-used-search-engine-marketing-to-increase-its-yearly-sales-by-440","status":"publish","type":"post","link":"https:\/\/www.digitalvidya.com\/blog\/waitrose-used-search-engine-marketing-to-increase-its-yearly-sales-by-440\/","title":{"rendered":"Waitrose Used Search Engine Marketing To Increase Its Yearly Sales By 440+%"},"content":{"rendered":"<p><span style=\"text-decoration: underline;\"><strong>About Waitrose:<\/strong><\/span><\/p>\n<p><strong>\u00a0\u00a0\u00a0\u00a0<a href=\"https:\/\/plus.google.com\/114056477319191473214\" target=\"_top\" rel=\"noopener\"><img decoding=\"async\" alt=\"\" src=\"\/\/lh5.googleusercontent.com\/-5jUH2ro9tXU\/UKUi741gHoI\/AAAAAAAAAGM\/b-2beQaDyQA\/s150-c-k-no\/FB-Waitrose.jpg\" title=\"\"><\/a>\u00a0\u00a0<\/strong><\/p>\n<p>Started in 1904, Waitrose, a small grocery store did not anticipate, that after 100 odd years, it will have almost 300 grocery stores spread in the UK market.While the newspapers consider it as a luxury supermarket, the management considers it as one of the competitors in the grocery supermarket. It is now the sixth largest grocery retailer in the United Kingdom, with a 5% market share.<\/p>\n<p><span style=\"text-decoration: underline;\"><strong>Business Objectives of Waitrose: <\/strong><\/span><\/p>\n<p>Apart from brick and mortar stores, Waitrose had started its online grocery store. The company\u00a0wanted to:<\/p>\n<ul>\n<li>\u00a0Increase its\u00a0sales, both online and\u00a0offline.<\/li>\n<li>Support its brand locally.<\/li>\n<li>Had strict budgets enforced on Cost Per Acquisition.<\/li>\n<\/ul>\n<p><span style=\"text-decoration: underline;\"><strong>Strategy Adopted\u00a0By Waitrose:<\/strong><\/span><\/p>\n<p><strong> <\/strong>Waitrose appointed <strong>Jellyfish, a UK based digital marketing company,<\/strong> to help them increase local sales through PPC advertising and SEO management.\u00a0Jellyfish was founded in 1999 when PPC advertising was just born. They are digital marketing\u00a0experts and expanded its wings over UK, US and other continents. Be it PPC, SEO, Email marketing, or Analytics, Jellyfish has made its mark in the UK markets.<\/p>\n<p>Jellyfish took the following steps to ensure increased sales :<\/p>\n<ul>\n<li>Splitting the limited budget into desktop, tablets and mobile campaigns.<\/li>\n<li>With the help of keywords, Jellyfish ensured that Waitrose was on top of organic searches.<\/li>\n<li>It worked closely with the Inhouse Analytics team. The Inhouse Waitrose analytics\u00a0team was using Omniture\u00a0(a platform for analysing digital data,\u00a0in competition with Google Analytics) for analysing data. Jellyfish\u00a0 cooperated with this in-house team to monitor new and existing customers.<\/li>\n<\/ul>\n<p><span style=\"text-decoration: underline;\"><strong>Results Achieved By Waitrose:<\/strong><\/span><\/p>\n<p>With the help of the outside agency, Jellyfish succeeded to achieve sale by 447%, while the PPC budget was increased only by 4% every year.<\/p>\n<p><span style=\"text-decoration: underline;\"><strong>Learnings:<\/strong><\/span><\/p>\n<p>Briefings on the business\u00a0of the company,\u00a0to an outside agency should be such, that your business objectives are always in the minds of the agency.<\/p>\n<p>With strict targets of not increasing cost per acquisition, Jellyfish was able to achieve an overall very high return on investment for Waitrose,\u00a0year over year.<strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>About Waitrose: \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Started in 1904, Waitrose, a small grocery store did not anticipate, that after 100 odd years, it will have almost 300 grocery stores spread in the UK market.While the newspapers consider it as a luxury supermarket, the management considers it as one of the competitors in the grocery supermarket. It is now [&hellip;]<\/p>\n","protected":false},"author":147,"featured_media":2381,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[377,54],"tags":[56,4948,394,404,744],"class_list":["post-6879","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-search-engine-marketing","category-case-studies","tag-digital-marketing-2","tag-roi","tag-pay-per-click","tag-search-engine-marketing-2","tag-web-analytics-2"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.digitalvidya.com\/blog\/wp-json\/wp\/v2\/posts\/6879","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.digitalvidya.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.digitalvidya.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.digitalvidya.com\/blog\/wp-json\/wp\/v2\/users\/147"}],"replies":[{"embeddable":true,"href":"https:\/\/www.digitalvidya.com\/blog\/wp-json\/wp\/v2\/comments?post=6879"}],"version-history":[{"count":0,"href":"https:\/\/www.digitalvidya.com\/blog\/wp-json\/wp\/v2\/posts\/6879\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.digitalvidya.com\/blog\/wp-json\/wp\/v2\/media?parent=6879"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.digitalvidya.com\/blog\/wp-json\/wp\/v2\/categories?post=6879"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.digitalvidya.com\/blog\/wp-json\/wp\/v2\/tags?post=6879"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}