The story: The All in One Company is the brainchild of a Northumberland based businesswoman. From a background in running a successful nanny agency a chance Internet search for ‘all in ones’ for her own children identified a lack of quality garments and a ‘goose’ (see marketing section) of an opportunity.
The brief: To develop an eCommerce website solution capable of launching the ‘all-in-one’ into the marketplace via World Wide Web. The site needed to be:-
- Appealing to the consumer and geared towards generating sales
- Functional in terms of being able to manage products that required personalisation
- Easy to administer to ensure ease of updating and management of orders
- Search engine friendly and with the ability to be optimised efficiently
The solution: The Purpose Media team took on the challenge and set about consulting with the client (by telephone and email!) to identify what unique features were required to ensure this unusual product was displayed and marketed effectively. The product proved a point that we consistently make i.e. that the best eCommerce websites are not ‘off the shelf’ but are tailored specifically to a clients business needs and around the product itself.
The job: Our team set about developing a bespoke website structure which incorporated a facility for personalising the garments and the administration area was developed with the knowledge that further development might be required as the demands of the business grew.
The marketing : An initial pay-per-click (Google Adwords) campaign proved successful in generating some business by the simple fact that the product had little competition, however the ‘goose’ was about to lay a ‘golden egg’ in the form of the ‘social networking’ revolution.
A growing number of comments on forums and blogs drew the attention of the parental portal website www.mumsnet.com. As mums were busy writing about their purchases news was spreading fast and the result was increased website traffic (visitors) and more SALES!
The business: We would like to compliment our client on her sheer determination to make her business succeed as well as acknowledge that it was her willingness to work in partnership and take on board advice and recommendations offered by our team, as well as our development and search engine expertise that has ensured the success story which is the ‘all-in-one-company’.
Did it work? Oh Yes, and more…. To date the All In One Company has generated just tens of thousands in direct sales via the website alone in 7 months (November 2008 to May 2009). The website also generates over 6,000 unique visitors per month.
All this from a strange but truly brilliant idea… and there’s still more idea’s in the pipeline – “watch this space”.
www.the-all-in-one-company.co.uk
