Integrated Marketing

A burning desire for Stoves.

Stove Supermarket are online retailers of industry-leading wood burning stoves, twin wall flue systems and stove accessories.

Stove Supermarket contacted Fantastic with an interest in developing their eCommerce store and online presence, creating a multi-faceted digital marketing experience that involved a heavy investment in paid-search activity.

The Objectives.

Gain Market Share
Improve Online Experience
Drive Online KPIs

The Brief.

Stove Supermarket were struggling with peaks and troughs year on year. They wanted to unearth and capitalise on the opportunities that would allow them to have a more consistent stream of sales throughout the year.

The Research.

Following the Insight workshop we discovered that the market for wood-burning and multi-fuel stoves is incredibly seasonal – with sales expected to reduce dramatically upon entering the spring and summer months. We noticed that Stoves’ competitors decided to succumb to the seasonal trends by reducing marketing activity and accepting their fate.

 

The Big Idea.

This was all about building trust in the brand. When buying a stove worth hundreds of pounds from a virtual start-up online business, trust is paramount. It also needed to stand out from its competitors in a very active space. Simply, we had to take all the history and credibility of the off line business and put it online.

The Strategy.

We developed the brand to give it greater consistency to engender trust. We created a blog that gave customers honest, credible advice from Stove Supermarkets professional stove fitters. We then rolled this out across the site dialling up the trust signals with TrustPilot and customer reviews. We then activated our online marketing strategy focussing on PPC and social media to drive sales and awareness.

The Results.

16%

Uplift In Conversion Rate YoY

67%

Increase In Revenue YoY

77%

Increase In Web Traffic YoY

We were very impressed with the proposal from Fantastic Media and wanted to get started with the improvements to the website straight away. We’ve seen a huge increase in traffic levels, and our staff are incredibly busy fulfilling orders and keeping our customers satisfied!

Mark Turner, Managing Director – Stove Supermarket

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