how to increase online sales for a B2C e-commerce store
The Quelli della Pizza case
How do you launch a brand in the consumer market with effective communication that can drive e-commerce sales?
Everything is ready: the website is live, logistics have been adapted for shipping to consumers, along with the management system that cross-references warehouse stock data for both Ho.Re.Ca. and B2C.
But very few people know the new brand “Quelli della Pizza” yet; how can it make its way and attract a target audience all over Italy?
Who is Quelli della Pizza?
Since 2009, Quelli della Pizza has been selling artisanal pizza bases hand-stretched in Italy to the Ho.Re.Ca. sector in Europe and the United States.
In March 2020 , after the first lockdown was announced and bars and restaurants closed across Italy, the company saw its revenue drop by 80%.
The warehouse is full of pizza bases that cannot be sold, since restaurants and bars are closed until further notice. They decide to donate them to charities, cooperatives and hospitals. The bases run out, the warehouse empties and something unexpected happens. They are flooded with requests: people who tried the pizza bases loved them and want to know where and how they can buy them.
Given this success, they decide to launch an e-commerce store for Home Delivery and embark on a new adventure.
The solution we found
The brand discovery and starting-point analysisphases were followed by the Digital Strategy , aimed at identifying the digital marketing tools to activate.
The next step was figuring out how, where, what and when to communicate through the Editorial Plan, the guide for monthly content publishing, which brings together all the macro-topic categories useful for structuring social posts, newsletters and company blog articles, organized and analyzed by objective, target and format.
The Editorial Plan is essential for building strategic, structured and, above all, consistent communication. Its natural continuation is the Editorial Calendar, the document that turns macro-topics into posts, with the corresponding copy and visuals.
Alongside the organic content, we ran full-funnel social ads campaigns, paid advertising on the Facebook and Instagram platforms.
By setting up multi-level campaigns, we:
- attracted new followers interested in the product with more general content explaining its features and benefits (awareness);
- increased interactions with the best-performing page posts, boosting views (interest);
- “warmed up” the audience that had shown interest in the product (consideration);
- increased add-to-carts and conversions with purchase-focused campaigns (purchase);
- encouraged regular repeat purchases of the products with remarketingcampaigns.
To build and nurture the relationship with the most interested customers, we usedemail marketing , creating 32 campaigns in 13 months with custom graphic templates and a strategy focused on growing both the brand and revenue.
Together, these marketing activities allowed us to build a solid fan base, interested in the product and willing to buy it regularly.
ON TOP OF BRANDS
5,138
orders generated by marketing activities.
€7.43
Average cost per acquisition.
5.40
Average ROAS
The results we achieved
In just over a year (from December 2020 to March 2022), the activities delivered excellent results.
Organic social
The content published on the page made a strong contribution to:
- building a positive image and identity for the brand, as well as a solid reputation;
- giving a voice to the community and increasing interactions;
- producing content consistently, strategically and in a structured way in line with the Brand Voice and Brand Personality, keeping the brand present in users’ minds as Top of Mind in the ready-made pizza base sector
- supporting and giving visibility to all the marketing initiatives carried out (competitions, contests, giveaways, special offers, influencer marketing campaigns).
Newsletter
The Email Marketing campaigns, with 32 sends, generated revenue of over €20,340, with an average of €635 each. The orders directly attributable to newsletter sends totaled 451.
It is rewarding to see how much subscribers appreciated the newsletters. The average open rate was in fact 45% (the average is usually between 18% and 22.5%), a sign of appreciation from the target audience.
Website
The marketing activities produced a sharp increase in users on the e-commerce store , with a total of 261,169 sessions.
The most interesting figure concerns the traffic sources: over 76.6% of users were brought to the website by coordinated marketing activities.
Specifically: social ads campaigns for 20%, organic social content for 47%, newsletters for 1%.
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The numbers behind this project
- Revenue fell 80% during the first lockdown, then recovered thanks to e-commerce
- Newsletter: €20,340 in revenue from 32 sends, 45% open rate (industry average 18-22.5%)
- 76.6% of traffic generated by coordinated marketing activities
Success Stories
Learn about our success stories and be inspired by the results achieved by our customers.
