RAVENNA: Optimizing Performance & Increasing Turnover.

RAVENNA is a large-scale Greek company in the field of sanitary ware, tiles, homeware, furniture, and lighting. The company has been active for more than 20 years in the Greek market. Having expanded its product mix with great success, it currently offers a wide range of products for the whole house, which can be found in the company’s stores in Attica and Thessaloniki. RAVENNA has expanded into online sales through its e-shop, which is constantly being upgraded, aiming to provide the ideal shopping experience for its customers. 

Lately, the company -like all its counterparts- faced enormous increases in services, transport, raw materials, etc., which raised operating costs – which should be balanced without decreasing consumer preference and loyalty.

The main challenge in working with RAVENNA was to increase online turnover while keeping spend at exactly the same level as last year. 

At the same time, the unstable market conditions, revaluations, fluid consumer habits and squeezed profit margins were triggers used as guidelines for an effective strategy.
To ignite the performance of subsequent actions, it was vital to organize certain eshop upgrades as well as the utilization of 1st party data.

We put together a comprehensive digital marketing strategy, focusing on campaigns’ performance, while we used all available data, the latest features of the platforms and machine learning tools.

RAVENNA’s 20th anniversary was an excellent opportunity for a special campaign. The launch of the new eshop was timed to coincide with the arrival of the twentieth anniversary, so the timing perfectly served to increase awareness, showcasing the brand’s years of experience and attracting the public to the new eshop. The brand’s activations were communicated on YouTube and Facebook/Instagram (with a Reach & Frequency campaign), and were accompanied by promotions. The offers were promoted in performance campaigns (Google ads, Social Media, Criteo), newsletters and viber communications.

All the actions ran multichannel, raising the overall brand awareness. We used broad match keywords with smart bidding, created DSA ad groups and boosted awareness through YouTube. Moving to the new eshop, we created custom metrics in Google Ads to make the numbers more specific and identify which actions work best.

The transition to the new eshop – a quite critical point – was smooth and profitable. In its first month, there was a 48% MoM turnover increase, which was supported by branding communication combined with promotions. 

The campaign strategy resulted in a +10% in Revenue from Google Ads, +5% in Revenue from Social Media ads. Searches for the brand showed a 20% YoY increase in the month we ran the branding campaign, maintaining a 10% increase in the upcoming months.

Overall, RAVENNA achieved momentous results, both with the new e-shop launch – which shortly after its first weeks live, brought an explosive increase in sales – and with the improvements that boosted campaign performance. The implementation of micro-conversions and Consent Mode fed 1st party data, and all of the above give a green light for a steady upward trend through a coherent strategy.