Purchasing behaviours have changed.
RJB Design is Auckland's leading made-to-measure menswear tailor and they’re proud to be the only tailor suits made 100% in NZ. This bespoke service and level of quality attracts some of New Zealand’s most high profile customers, including lawyers, musicians, artists and even prime ministers. If there’s one thing RJB Design knows how to do it’s offering an exceptional menswear tailoring experience.
As their customers' purchasing behaviours slowly changed, RJB realised the exceptional service provided in-store needed to be reflected equally online. Due to COVID-19, now more than ever brands have realised the importance of developing a robust online presence in order to educate and inspire their customers long before expecting a purchase.
Taking the in-store experiences online.
Without a firm grasp on how your customer behaves and what they perceive to be of value, you’ve got little chance of converting online. This is where a strategy-first approach becomes imperative.
It was clear that we’d need to start with their website in order to establish a strong brand presence and navigation that when combined would help with taking warm visitors to converting customers. Once the website user experience was improved, due to the well established brand history and extensive reputation RJB Design already had, we knew connecting consistently with their audience would help raise their profile even further. So we began creating quality content and storytelling opportunities with well-aligned public figures, as well as focusing on developing a longer term SEO (search engine optimisation) strategy.
Not only would this allow former and/or frequent customers continue to conduct their own research and consider their purchases over time (a growing trend in E-commerce), but it also helps the brand rank for target keywords on Google (organic traffic). Studies have shown that the opportunity from organic search is 5.66x that of paid search.": Source
Acquiring and retaining customers is a long term game.
For most industries a 10-20% year-over-year website traffic growth rate for an established business is a good benchmark Source. Our approach has helped RJB Design's Google rankings significantly, landing them on the first page for key search terms and increasing organic traffic by over 59%
As RJB Design continues to benefit from their inbound strategy despite having numerous challenges with COVID-19, it proves that having a long term approach to growing your brand online can be achieve solid results, even in the short term.