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Franke: double the e-commerce revenue in only 5 months of work

Content & Creative

Home Appliances

Franke: double the e-commerce revenue in only 5 months of work

Client’s History:

Franke is a leading global supplier of solutions and equipment for home kitchens and bathrooms, public restrooms, professional kitchen services and coffee brewing.

Headquartered in Aarburg, Switzerland, the group employs more than 9,000 people in 68 subsidiaries in 4 continents and exports to more than 100 countries.

Results

118% increase in e-commerce revenue in 5 months.

182% increase in Pinterest impressions

97% increase in Pinterest interactions

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Objective

Franke’s main objective was to increase e-commerce’s share of the company’s sales.

Objective
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Challenge

Position the brand digitally as a relevant sales channel

The main challenge was to restructure Franke’s entire digital communication and performance strategy. With a view of the scale of the monthly investment, combined with the expected ROI of Franke’s marketing team, GhFly focused on mapping all the digital actions that were being executed, in order to develop a plan for improvement and optimization of the channels.

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Solution

Media Strategies and a New Visual Line

In order to increase the representativeness of e-commerce and accelerate sales through the channel, GhFly optimized its paid media strategies and implemented Google Shopping, thus aiming to present the products highlighted in the users’ search results. Together with the Franke team, new shopping attractions (promotions, coupons and free shipping) were aligned to promote the brand digitally.

In addition, a new visual line of strategically positioned graphic pieces was developed, which direct users’ eyes to CTA’s (call to actions), with the objective of increasing conversion rates.

In Facebook and Instagram campaigns, the agency created dynamic ads, which automatically promote the inventory of products according to the behavior of users in e-commerce.

Consumer Journey Monitoring and Pinterest

Strategically monitoring the consumer journey, discount coupons were applied to users who were at the bottom of the funnel stage, identified, for example, as cart abandonment actions.

To support the conversion strategy, we use Pinterest in Social Media actions, a channel not yet explored by Franke. The visual search tool is widely used by users when they are looking for references to carry out their projects related to interior decoration.

Using Pinterest was mandatory to build an aspirational brand positioning, making Franke a reference for user inspirational moments, directly influencing purchase decisions.

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Results

Through optimizations in online media campaigns, combined with strategic analysis of the journey of users and support of Social Media actions, GhFly was able to help Franke strengthen its digital presence and double its e-commerce revenue.

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Statements

Always seeking to exceed our customers’ expectations, we understand the need to strengthen our online presence. This scenario of adapting to digital transformation is very challenging for large organizations like Franke. For that, we looked for a partner that would be a reference in digital strategies, and that would help us to bring our essence to the online environment, strengthening the brand and generating more revenue in sales for the company.

Ana Pio

Ana Pio

E-commerce Specialist | Franke

When we immerse ourselves in the universe of the Franke brand and its customers, we identify several possibilities to create true connections. Among them, it is worth mentioning the use of Pinterest, a totally visual social network, focused on the user experience and widely used by people to discover and store references in decoration and lifestyle. With this, more than just conquering a greater digital presence, we created a true inspiration channel, which placed the Franke brand as a reference in design and style with a highly qualified public.

Joao Bruno Werzbitzki

Joao Bruno Werzbitzki

Head of Content and Creative | GhFly