Designer Rugs | Retail & eCommerce | Digital Strategy & PPC
- Achieved a substantial revenue increase and an overall return on ad spend of 2.90.
- Successfully navigated through the initial phases of digital transformation
- Significant business processes and digital infrastructure improvements
The Challenge
Traditionally excelling in the trade sector, Designer Rugs faced a challenge in scaling both online and offline sales. Their primary objective was to enhance their online presence, attracting more qualified, prospective buyers to their showroom. This required a focus on prospecting, targeting visitors well-acquainted with their product range, quality and value proposition which would increase the likelihood of sales conversions.
There was also a requirement to focus on increasing sales via online channels for those customers unable to visit a showroom. With inadequate tracking mechanisms on the website, essential metrics such as purchases, add-to-carts (ATC), enquiries and calls were also not effectively monitored, resulting in a disconnect between offline results and online activities, making it difficult to fully align and optimise the two sales channels.
The SOLUTION
Digital Minds mapped out a comprehensive digital marketing strategy to increase the effectiveness of marketing investment and drive more qualified leads to conversion.
Key initiatives included:
➜ Comprehensive Tracking Overhaul: Implementation of advanced tracking across the website and all marketing channels, including Google Ads and Meta, ensuring a granular understanding of customer interactions.
➜ Channel and Activity Optimisation: Fine-tuning of audience targeting, creative content, copy, campaign structure, and tracking across all channels to maximize engagement and conversion rates.
➜ Enhanced Product Visibility: Deployment of product feeds for Google Shopping campaigns and Meta catalogue ads, optimised with a proprietary Digital Minds’ tool. This ensured product names, images, and range were aligned with retail best practices.
➜ Offline Conversion Tracking: Integration of offline conversion tracking in Facebook to gain insights into offline transactions inspired by online marketing efforts. This bridged the gap between online investments and offline sales outcomes.
THE RESULT
During the engagement, Designer Rugs experienced a significant revenue increase and an overall return on ad spend (ROAS) of 2.90.
Digital Minds worked as an integral extension of the inhouse team and the collaboration was pivotal in steering Designer Rugs through the initial phases of digital transformation. As a company so heavily reliant on brick-and-mortar trade, significant business processes and digital infrastructure improvements were achieved to increase online and offline sales.
Client Quote
"The Digital Minds team has been an invaluable asset to our marketing strategy. They have endeavored to understand our business and worked with us to deliver best practice campaigns to navigate the dynamic digital environment. A big shout-out to Andrew, Juanita, and Ken for supporting us and driving us toward digital success."
Alysha Green
Marketing Manager
About Designer Rugs
For over three decades, Designer Rugs has been at the forefront of delivering unparalleled aesthetics to residential homes and commercial spaces worldwide. Their dedication to outstanding quality, coupled with unique designs, has distinguished them in the luxury retail and eCommerce sectors.
Designer Rugs prides itself on its collaborations with leading Australian artists and designers, offering bespoke rug solutions and an exceptional in-house design service. With a network of showrooms across Australia and New Zealand, they serve an elite clientele, including homeowners and top design professionals, ensuring each space they touch transforms into a masterpiece of design and luxury.
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