Talbots, a multi-channel retailer of women’s apparel, shoes and accessories known for modern classic style, transitioned their online efforts to us in August 2009.

Challenge:

iProspect was tasked to support the re-launch of Talbots.com and drive new customer acquisition while repositioning the brand to target a younger demographic.

Results:

Surpassed total site revenue contribution goal by 65%
  • 56% increase in conversion rate
  • 36% increase in CTR (Click-Through Rate)
  • 53% decrease in brand CPC (Cost-Per-Click)
  • 24% decrease in non-brand CPC
  • 47% increase in average impressions
  • 51% increase in average clicks

Strategy:

SEARCH:

  • Maximize brand potential
  • Target new customers through aggressive non-brand keyword campaigns
  • Constantly test messaging strategy to maximize performance

MEDIA:

  • Integrate media messaging with paid search ads and onsite content to ensure a consistent brand message
  • Use highly targeted brand media buys to increase brand aware¬ness and share of advertising voice within key demographics
  • Implement behaviorally targeted display media to seek out new customers
  • Utilize re-messaging to close the purchasing loop

Social:

  • Build a foundation for an ongoing social media campaign including Facebook, Twitter, etc.

ATTRIBUTION:

  • Apply attribution modeling to determine the interaction between different marketing channels – improving overall campaign performance and maximizing each dollar spent