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

Talbots

Paid Search

“iProspect’s strategy allowed us to not only drive higher revenue than we had previously experienced, but also allowed us to laser focus on new customer acquisition and increase our overall customer base for long-term revenue growth“

Katherine Goodman, Director, E-Commerce

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