Providing a Retail Chain 600% ROI from Digital Marketing Campaigns

Client Overview

Ricciardi Brothers is a brick and mortar chain of 43 paint stores in New Jersey, Pennsylvania, and Delaware, affiliated with Benjamin Moore. Each year, Ricciardi Brothers traditionally runs 3 major summer sales that coincide with Memorial Day, 4th of July, and Labor Day. Today’s Business has been working with the brand for several years, serving as a multi-channel digital marketing agency all year round. In 2019, Ricciardi Brothers launched an e-commerce portion of their website that enabled ordering online for in-store pickup.

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The Challenge

2020 represented the first year that Ricciardi Brothers was going to be able to properly utilize its e-commerce platform for the entire campaign season. Of course, mother nature threw everyone a curveball this year with the Coronavirus pandemic. As the 3 summer campaigns arrived, Today’s Business needed to:

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Translate the sales from a brick and mortar promotion to include e-commerce

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Handle promotions during a pandemic

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Identify the new campaign KPIs to show value

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The Strategy

Over the course of the summer, the target KPIs were geared towards:

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Free Pint Subscriptions
(Email Subscriptions)

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Up to $50 off Benjamin Moore Paint online

Social Conversion Flow

  • Campaign 1
    Free Pint Ad Featuring Coupon > Facebook Lead Form > Coupon Sent via Email > Email Subscription from Free Pint
  • Campaign 2
    Free Pint Ad Featuring Promo Code > E-Commerce Site > Purchase
  • Campaign 3
    $50 off Promo Code > E-Commerce site > Purchase
Ricciardi Social ConversionFlow 1

SEM Conversion Flow

  • Search Network Campaign 1
    Branded Keywords > Landing Page > Email Subscribe and E-Commerce Transactions
  • Search Network Campaign 2
    Benjamin Moore + Location Keywords > Landing Page > Email Subscribe and E-Commerce Transactions
  • Display Network Campaign 1
    Remarketing > Landing Page > Conversion
Ricciardi SEM ConversionFlow 1

Email Conversion Flow

  • Campaign 1
    Promotional Emails > Print Coupon
  • Campaign 2
    Promotional Emails > E-Commerce Transactions
  • Campaign 3
    End of Sale and Unopened Targets > Print Coupons and Ecommerce
Ricciardi Email ConversionFlow 1

SEO Conversion Flow

  • Keyword Priorities
    Promotional Emails > Print Coupon
  • Campaign 1
    Promotional Emails > E-Commerce Transactions
  • Campaign 2
    End of Sale and Unopened Targets > Print Coupons and Ecommerce
Ricciardi SEO ConversionFlow 3

Campaign Creatives

For each sale campaign for Ricciardi Brothers, Today’s Business would create custom creatives for use on all channels. Below you’ll see some examples.

Samples
SEM
SEO
EMAIL

Additional Considerations:

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As part of the pandemic, Ricciardi Brothers began offering curbside pickup and local delivery options through both its brick and mortar locations and its e-commerce site. This was communicated on the site as well as within the context of the social media and retargeting efforts.

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To maximize long term ROI for the campaign, Today’s Business also sent out follow up email requests for people to review their nearby location following an e-commerce purchase. The goal was to increase reviews to Google My Business listings, which would help with local search.

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Traffic generated from all digital channels helped further strengthen the retargeting campaign, which was able to have

So How’d We Do? The Results from the Summer Campaigns:

$34,700

Campaign Spend

1,402

Number of Transactions

$104,877.29

E-commerce Revenue

$75

Average Transaction Value

$3.02

E-commerce ROI (per dollar)

568 + ? + ?

In-store Redemptions

$75

Projected Value* (Total Redemptions)

$$$$

Total Revenue

$75

Total ROI

$75

Average Transaction Value

Takeaways from the Team:

“SEO success was the culmination of year-round efforts that have seen traffic increase annually through search. COVID certainly helped during the Memorial Day campaign, as business experienced an influx of online traffic due to the quarantine. However, traffic was already improving and has remained at twice the performance of last year. By having each campaign work together and help generate additional reviews for Google My Business, the future looks more promising than ever.”

Forrest Old

Sr. SEO Strategist

“Offering free paint samples was a game changer for these campaigns. Not only were we able to drive users to the ecommerce site to order their free sample, we were able to acquire email addresses through lead generation forms, which added thousands of new users to our email list. This strategy allowed us to grow our customer base substantially during a difficult time, which will be incredibly beneficial for continued success on the ecommerce front.”

Amanda Hatton

Sr. Social Media Strategist

“The adjustments that were made on the landing page to have people click on the CTA’s to the shop site with the code attached played a major role in the number of transitions from our digital efforts. With the adjustments to the YouTube and Remarketing campaigns followed by Search, the future looks bright for brand awareness and the increase in sales for non brand”

Raj Trivedi

Director of Digital Advertising

Learn More About This Campaigns Success – and How We Might Help You Too

At a time where businesses were experiencing dire times, Today’s Business and Ricciardi Brothers were able to successfully improve on the summer sale performance of previous years and drive a strong return on investment. In fact, there are more opportunities that were still left on the table, making next year even more exciting. Want to learn more about the nuances of what made the campaigns a success? Let’s talk! We love digital marketing and are always excited to talk to new people. If you’re looking for new ways to improve your business’ performance, no matter what you do, we’re here to help.

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