Case Study |
Za Za Homes match big name stores with cross channel success
Introducing Za Za Homes
Za Za Homes is an independent family-run business based in Devon offering everything you could ever need to style your home and garden. Most of their products are designed inhouse and crafted by skilled artisans, meaning they’re often unique, one-of-a-kind pieces.
FUN FACT
Za Za Homes has a lovely meaning behind the name. The MD Zara’s nickname when she was little was ‘Za Za’.
The story so far
Za Za Homes is one of our longest standing customers, first teaming up with CSP Commerce back in 2016. Over the last 8 years, we have helped them to scale up their business with initial just Google Ads before branching out to other services like email marketing.
The challenges:
- They found that after leaving the EU costs were rising, especially when it came to shipping container prices. As a business that cares about sustainability, it was important to continue using imported materials like bamboo and mango wood.
- As a small team, they didn’t have much time to focus on the marketing. They needed to prioritise other tasks like new products, running the warehouse and stock management.
Help! I need somebody, not just anybody!
What did we do to achieve Google Ads success?
- Created campaigns based on bestsellers like chairs, stools and wedding lighting – allocating more budget to these as they’re more likely to convert.
- Utilised different campaign types to get the most value. Interestingly, Performance Max is the highest performer and generates 88% of the total sales!
- Set up Google Ads Demand Gen campaigns, including creating engaging image assets.
- Used product data, seasonality and current trends to support campaign direction.
After working with Za Za Homes on their Google Ads account, we saw an opportunity to help with their email marketing and increase revenue through this channel.
The email marketing team has:
- Created a content strategy covering product launches, promotions and seasonality.
- Redesigned the emails to make them look more appealing & better reflect the brand.
- Set up flows which target the right customers, at the right time. This has included welcome series, abandoned cart, browse abandon and winback – just to name a few!
- Used A/B testing to analyse performance of subject lines and content, as well as to find the optimal sending time.
Google Ads success that speak for themselves…
📈 Overall revenue on the website has increased by 94.08% (last 12 months vs previous 12 months).
🎯 Google Ads are seeing the most successful year in terms of revenue, with a 100% increase YoY.
💷 Despite YoY competition increasing from retailers such as Dunelm, Wayfair, Amazon and Etsy which has raised the average cpc by 20% YoY, we have still managed to maintain good ROAS – with one campaign getting 1,455%.
🎉 As CSP Commerce is a Klaviyo partner, we decided to move this customer onto the platform from Mailchimp. It offers much better control over segmentation, data and automations, and has helped us to increase attributed revenue by 1,362.2% on average per month.
⚙️ Automations are generating 876.32% more revenue since CSP Commerce took over!
Feedback from Za Za Homes
“Partnering with CSP for Google Ads and email marketing has transformed our digital strategy. Their expertise in running ad campaigns has brought in sales, while the tailored email marketing has kept our customers engaged and loyal. Thanks to them, we’ve seen a great increase in both traffic and conversions.”
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CSP Commerce - Manchester Ecommerce and Shopify Agency
From brand through to demand, we support and manage ecommerce growth at each stage of the commerce journey. Our extensive knowledge and experience in ecommerce have established us as industry leaders for our capabilities in performance marketing, marketplace management, social commerce, and Shopify, Shopify Plus and WooCommerce web development.
We’re a Manchester ecommerce agency that works with retailers who commit to growth as we do. Our performance and platform-first approach tailors with ambitious brands and online retailers we partner with. As part of VML, we are uniquely positioned to support businesses to scale nationally to globally.
We’ll hand-pick a team of specialists to work with clients and operate as an extension of their ecommerce department. We are accountable for delivering measurable results that grow reach and revenue. Together, we will work to scale and sell your products across online channels.
So, if you’re serious about growth then start your journey with us. Let’s succeed and scale together.
