LK Bennett seeks e-tail growth with new online agency
LK Bennett is the latest UK fashion retailer aiming to boost growth online and it has named a new online agency with London-based Threepipe charged with developing a paid search/SEO strategy designed to both raise brand awareness and directly drive both webstore and physical store revenue.
The initiative comes several months after the company reported a tough 2017 financial year with an operating loss of almost £6 million and sales falling, although like-for-like sales did manage to increase by 3.7%.
Importantly, and a strong sign that the new strategy makes good commercial sense, those results also showed online sales rising strongly and making up for weaker sales in physical stores.
At the time, Chairman Patrick Woodall said the company has “taken decisive action to improve performance.” And clearly this new online move is one of the results of that.
Threepipe will support LK Bennett’s e-tail trading channels but, importantly, will also operate online to help drive more visitor traffic to the business’s physical stores and concessions, improving its overall omnichannel approach.
The retailer said it had been impressed with its new partner's understanding of the LK Bennett customer and of its planning methodology.
Threepipe has a strong track record and has this year been boosting its technology with the launch of four proprietary software solutions designed to improve paid and organic client ad campaigns.
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