Sainsbury & Sons
Case Study

The Brief

Sainsbury's and Sons, a renowned furniture store in Aberdeen, sought to modernise its brand and expand its reach online. The challenge lay in balancing the brand's heritage with contemporary appeal, while also establishing a seamless online shopping experience.

Sainsbury’s and Sons approached us looking to explore selling online, and build their first e-commerce website. The brand, which was about to celebrate the 90th anniversary of its furniture store in the heart of Aberdeen, wanted to take a more serious approach to marketing and reinvent its brand to attract a younger clientele.

PARTNER INTEGRATIONS

INDUSTRY
Furniture Retailer / B2C

SERVICES
‍Omnichannel Marketing Service, Bspoq Studios

WEBSITE
‍sainsburyandsons.co.uk

KEY STATS

£0 to £65K
in Online Revenue

+160K visitors
to the Website in 18 months

+333% Increase
in Conversion Rate

Our Approach

Our first approach was to establish a clear brand strategy that appealed to not only their existing customers but also to a new generation. Building out the brand's emotional and functional benefits, we put together a newer, more modern brand image to align with the company’s objectives. Once the new brand was established, we focused on building the brands new website in time for the company’s 90th Anniversary Launch Party and unveiling the company's new logo and storefront.

Ecommerce Build & Optimisation

Using our partner Bigcommerce, we built the brand's very first e-commerce store tailored to its specific needs. This posed several challenges; product data collection, distant shipping, new suppliers and also internal process changes. Despite these and with our guided support, we were able to produce a robust site that perfectly reflects the brand’s luxurious approach to home furniture and interiors.

Since launching the business has seen growth both online and offline with more customers now using the e-commerce store as a shopping catalogue to explore more ranges available on Sainsbury and Sons before visiting the store to complete their purchases.

Social Media Marketing

Initially, our social media efforts were limited to Facebook and Instagram, with minimal engagement and growth. To revitalise our online presence, we implemented a strategy that focused on incorporating more personal content featuring our staff members. This approach involved a mix of video and static images that aligned seamlessly with our new brand identity.

By actively involving our staff in content creation, we were able to significantly boost social media engagement. This personal touch resonated with our customers, leading to a remarkable 300% increase in engagement. Encouraged by this positive response, customers expressed a desire for more personal and fun content from our team members.

To further capitalise on this momentum, we launched the "Cosy Stories With Sainsbury's" campaign. This initiative garnered significant attention, generating over 500 reactions, 110 comments, and 29 shares.

Email Marketing

To maximise our existing partnership with Klaviyo, we implemented a comprehensive email marketing strategy for Sainsbury and Sons, aiming to boost online engagement and revenue.

By crafting targeted email campaigns, such as personalised welcome series, abandoned cart reminders, and win-back sequences, we aimed to nurture customer relationships and drive conversions.

Within a short span of three months, our email marketing efforts yielded impressive results, contributing to a significant 53% of the total online revenue. This achievement demonstrates the power of data-driven email marketing in driving customer acquisition, retention, and ultimately, business growth.

Sainsbury & Sons Testimonial

Don't take our word for it, listen to what Philip Sainsbury had to say about his experience working with bspoq.

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