Seaspray
A brand that fits as perfectly as its swimsuits
Read below
The Brief
Seaspray, a leading swimwear brand, were keen to accelerate its DTC eCommerce growth whilst ensuring its brand differentiation and heritage played a key part in its online positioning.
Seaspray presented Iff Digital with the following challenge.
Reposition the brand as a ‘go-to’ destination for high-end swimwear.
Increase performance across all key trading metrics.
Improve overall marketing efficiency and ROI
The Strategy
Our approach was to complete a full and comprehensive digital discovery project utilising our Imprint Framework.
Imprint addresses the key questions facing Seaspray via a three-stage process. With this framework, we were able to help Seaspray address: where they are now, where they should be and what they needed to do to get there.
We began by completing a deep-dive review of current performance covering: brand positioning, overall website effectiveness, customer journey mapping, performance marketing, trading, team & processes, measurement, competitor insight & benchmarking, market sizing and forecasting. Unlike other digital audits, our approach also involves getting under the brand’s skin to identify key brand differentiators and USPs, which we then use to inform the ongoing creative platform.
Having a plan is great but the real work comes in implementing it. We created a detailed digital roadmap prioritised by commercial impact, taking Seaspray from the hundreds of things they could do to the five things they must do. The roadmap was supported with a detailed digital marketing forecast and P&L, which included the recommended investment by marketing channel and likely ROI that Seaspray could expect for the next 12 months. The forecast also took into consideration key trading dependencies such as returns, seasonality and margin.
Seaspray was able to launch best-in-class performance marketing activity underpinned by a strengthened brand voice, positioning and audience-led creative strategy.
The Outcome
Iff Digital has revolutionised Seaspray’s eCommerce strategy, and the brand achieved results well beyond its initial expectations.
Within the first three months after implementing Iff Digital’s recommendations, Seaspray saw the following results:
- Website traffic and sales increase by 142% YoY
- Average Order Value increased by 27% YoY
- Revenue increased by 206% YoY
- -55% reduction in the cost of sales
The financial rewards were great, but we’re just as proud of the fact that our client loved working with us. We’re friendly and supportive and we aim to be a joy to work with – in fact, a true ‘digital partner’.
