QualityCarpetsDirect.com had an interesting challenge – they were becoming a victim of their own success… As a consumer-based website acting as a feeder to their main offline business their online presence was effective. However, it was generating consumer leads across the UK that the company did not have the resource or distribution network to service effectively.
The challenge was twofold; create a self-funding and self-managing service network, and to reposition the QualityCarpetsDirect.com brand to deal with a more complex proposition of marrying supply with demand.
The most significant factor in the brand positioning of QualityCarpetsDirect.com was the shift from the single retailer proposition to the dual consumer/Partner Store proposition. In addition QCD were positioned as a national provider from day one, ensuring that customers felt confident in the brand. This was represented in the redesigned website, with more clearly defined and streamlined customer journeys from point of entry through to the point of conversion,
Beyond the repositioning, acquiring Partner Stores was the primary objective. A range of synchronised activities backed up by CRM were required to generate interest from independent retailers. These included a ‘Partner Pack’ – a significant resource containing all the information required by decision makers to make an informed decision – an email campaign, trade-based PR and advertising.
Achieving national status is no easy feat, yet that is what QCD has achieved. Launching their new proposition in Spring 2012 QCD had no Partner Stores, but by the end of 2012 over 70 Partner Stores had paid to join the scheme. In perspective, QCD membership accounted for nearly 2% of the entire UK market in just 6 months.
In addition to the Partner Stores, consumer marketing continues to prosper with multiple first PageRank for a number of search terms providing more than 8,000 organic unique visits, which is being topped up to nearly 15,000 unique visitors each month through a series of pay-per-click campaigns. The website redesign was a success with the search engine rankings being maintained, as well as the ultra-low bounce rate (<1%). The new layout resulted in a lower pages viewed per visit, which correlated with a streamlined process through to the point of conversion.