In addition to 3,000 “Shaddy Shop” and “Shaddy Saladakan” stores set up throughout the country, Shaddy Co. Ltd. (hereafter, Shaddy) is promoting a “media mix with stores-type” of business model, which combines various media such as the Internet and catalogs. The company has continued to grow steadily based on a unique corporate structure.
In the gift market, which is said to have a market size of ¥10.98 trillion, the growth in each company’s sales year by year has been from Internet sales of gifts. Shaddy also launched an E-Commerce shopping website, “Shaddy Gift & Shopping” (http://shaddy.jp/), beginning in November 2000, and it has developed campaigns for each gift shopping season as a major pillar of its business, including the summer and year-end gift seasons, as well as Father’s Day and Mother’s day.
SEM measures such as search advertising and SEO are essential to attract customers to the E-Commerce website. Three Heart Corporation Co., Ltd. (hereafter, Three Heart Corporation), which handles operation management for “Shaddy Gift & Shopping,” has also performed website promotion together with other advertising agencies using SEM in the past, but it was not quite possible to achieve the promotions that were expected.
Therefore, Three Heart Corporation formed a marketing team together with transcosmos and a website production company. It was decided to renew the website promotions based on SEM.
At the approach of the midyear gift shopping season, the measures implemented by transcosmos for attracting customers to “Shaddy Gift & Shopping” while performing consulting and competitive analysis involved a review of search advertising and the achievement of LPO (Landing Page Optimization).
Regarding search advertising, transcosmos utilized its own unique search keyword extraction tool to repeatedly develop and validate the most effective keywords (words to be searched) and creative elements (Internet advertising title and description, etc.). This was conducted for each of the two Yahoo! Promotional Ads and Google AdWords services.
In addition, transcosmos also created the landing page (the page that appears from clicking a link in an Internet ad) in conjunction with the production company, while establishing the keywords and creative elements at the same time. It was possible to design leads that are easy for the user to understand by matching keywords, creative elements and landing pages.
As a result, the CVR (conversion rate) from users searching with keywords related to midyear gifts managed to obtain superior results of 6.73% with Yahoo! Promotional Ads and 9.52% with Google AdWords, and orders received for midyear gift products on “Shaddy Gift & Shopping” amounted to more than 200% of last year’s sales.
In addition, Three Heart Corporation is anticipating proposals from transcosmos which are not limited to SEM measures such as search advertising and LPO. Three Heart Corporation’s idea is to continue linking the experience from many large-scale website promotions that transcosmos has worked on until now to the overall marketing of “Shaddy Gift & Shopping” by providing feed-back to the marketing team.
transcosmos will continue to provide strong support for the E-Commerce website promotions of its client companies in the future with marketing development based on SEM.