Usual + Good’s Department Store
Introducing Good’s department store, one of our longest-standing clients who have been at the heart of retailing in Kilkenny since 1927. As times have changed Good’s have evolved to meet the challenges and have endured from traditional bricks and mortar retail to exciting growth of online eCommerce. Good’s needed guidance to grow their online business and improve their digital footprint. Usual has been facilitating the development of Good’s digital strategy and planning. Working together to improve Good’s online presence through social media, improving Good’s website to make it accessible to all their customer and providing ongoing support on systems and processes to capitalise on growth in online eCommerce.
> What we did together
– Identified core customers
– Content planning
– Social media audit
– Social media guide
– Website redesign & launch
– Support & training
– Ecommerce playbook
> The mission
Create an online presence for Good’s department store online, which will increase online sales and grow their online business for the future.
As one of Ireland’s most enduring department stores and retail brands, Good’s have developed their business with the involvement of every new generation in the business. Their current generation of brand leaders continues to seek to grow and develop the Good’s brand locally in-store and nationally through their online store and social media.
> Website redevelopment
One of the first stops was to evaluate what Good’s needs were in their new online store. Their existing system, constructed with WordPress, wasn’t fit for their needs. The content management system (CMS) was outdated with no analytics with which to make better decisions for their customers and future planning.
We took the approach to bring everything back to square one. Start from scratch, to match Good’s needs in website performance and management to their new website. To start Usual created two mock-up websites with the same Shopify CMS. Taking this approach we could demonstrate the effectiveness of Shopify as a user-friendly CMS and store designer.
Partnering with Good’s at each step we built their new online store from the ground up. Facilitating layouts, add-ons, product uploads, product descriptions and more throughout the journey.
> Social media strategy + planning
Going social is a huge part of any digital strategy. Whether promoting a business, product or service. We believe that communication should be centred around what makes every business and their customers unique.
To do this effectively we carried out a social media audit for Good’s. Reviewing past analytics data for each social media channel, while tracking the performance of every post (yep, all of them) for a five-month period. With this data, we were then able to suggest the strongest message and tone to attract, inform and entertain users.
Once we knew what to say, it was time to work on how often to say it. Together we worked to bring a social media schedule to life. A simple planning tool that has greatly improved consistency in posting. Putting Good’s in front of their unique customers more regularly. Enhancing brand awareness, while creating interest and clickthrough.
> Results
Usual was able to grow Good’s digital footprint significantly through social media channel engagement, consistency and eCommerce development.
Bringing together the several strands of work we have developed with Good’s has seen the online retailer make staggering strides in the growth of their online business. We are proud to have collaborated with Good’s to help them position themselves well to take advantage of opportunities in eCommerce. Prior to Usual partnering with Good’s their online presence was inconsistent, with a limited online store.
Our continuing project has created an environment where Good’s are in a position to invest further in their online business, with ambitious plans for the future.
> Here are some of our big wins
– 57% increase in average order value
– 498% increase in online store sessions
– 315% increase in conversion rate
– 7,835% increase in sales from Facebook
– 168% increase in Facebook followers
– 1,682% increase in traffic from social channels
> Future support
Usual continues to work with Good’s to support their continued online development. The opportunities that continue to arise for online retailing require us to support Good’s to take full advantage. The past 12 months have seen exponential growth in their online business which we support through crafting strategy, planning and ongoing reporting.
