Shopify Case Study: Growing KAVU’s eCom Sales by 136% YoY
With a broad package of digital marketing support, we helped the Seattle brand’s European site reach more customers
When KAVU launched their European site in early 2022, it was a clone from the American website that was a little unloved and struggling to convert. With the success KAVU was having within multi-brand retailers like Outsiders Store, Hip Store and Oi Polloi, it was clear there would be an appetite for a brand like KAVU in this new region. They just needed to revamp their digital marketing – repackaging what KAVU does in America for a European audience.
Having seen the success of our work with Gramicci’s digital marketing, we were approached by KAVU to bring that same successful formula to the Seattle brand. When they got in touch, they had a small organic social presence, a small email list and they were doing no digital advertising.
The main aim? To grow their Shopify store. KAVU’s brand ethos is all about having fun, a personality trait that’s easy to sew through the patchwork of their marketing. So that’s where we come in, with our proven strategy for growing brands’ online presence in Europe. As a full package deal for KAVU, we supported their copywriting, email marketing, organic social media, digital advertising and Shopify.
Localised Creative for a European Audience
When we first started working with KAVU, we noticed that their creative was pretty focused on North America. As we’d previously done on projects for Mammut UK and Stanley Europe, we advised them to roll out more local creative so we could test which resonated with the European audience best. Recontextualising the classically American brand for a European and UK audience meant using locations that were clearly and proudly European. The results spoke for themselves, the conversion rate and traffic increased in tandem, ultimately contributing to more sales.
We provided KAVU with a live calendar that could be edited by both the in-house team and us. This allowed both the brand and us as the agency to make sure marketing output was aligned across email, social media and paid marketing.
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Optimising Digital Advertising Across Multiple Platforms
Having worked with brands like Patagonia, Universal Works and plenty of other fashion, lifestyle and outdoor brands for years, we were well-placed to work with KAVU on their digital advertising strategy. We proposed advertising across a few platforms, including always-on campaigns across Meta and Google, maintaining plenty of space for new collection and sale-specific campaigns to be added in.
Consulting on Shopify and UX Optimisation
We’re Shopify experts who have achieved impressive results with retailers and brands including Seen Opticians, Gramicci, and Universal Works. For KAVU, we suggested and implemented continual improvements to the user experience. That’s things like making the website easier to navigate, reorganising the imagery, product descriptions, category trees, collections and navigation, as well as improving their search engine optimisation. We also implemented best practices for product uploads.
Increasing eCom Sales by 136% YoY
In the first 6 months of working with KAVU, we helped increase their traffic by 190%. Their conversion rate increased by 20% and there were 194% more orders than in their previous 6 months.
After a successful first few months, we were allocated more budget to work with. This allowed us to increase online store sessions by another 50%. Despite a traffic increase, which would usually lead to a drop in conversion, we were pleased that our efforts led to a further increase in conversion rate of 34%.
With such great performance in that second period, including a 116% increase in eCom sales, we were allocated further budget in early 2024. This has helped us increase store sessions by 47%, conversion rate by 77% and total sales by 136% year on year.
Keen to see your brand’s numbers grow too? Get in touch.
