With over 150 years manufacturing in Australia, Tilley Soaps is a well-known and much-loved home essentials brand. As well as their famous range of soaps, candles and diffusers, Tilley also manufacturers a huge range of bath & body washes and lotions, as well as gift packs.
Until early 2017, Tilley’s primary sales channel was via wholesalers and re-sellers. While this channel had been achieving exceptional results for the company, they wanted to grow their presence in the online world to see if there was an opportunity for growth through direct manufacturer to customer eCommerce.
Tilley approached us with a clear objective; to get the eCommerce sales functioning on the website and to build this sales channel for the business.
With a specified scope of work in mind, we opted to build the updated Tilley website by customising an existing Magento template. This enabled us to keep costs down while still achieving a custom branded feel across the website. In addition to this, we integrated a number of third party tools which would assist in a more effective and functional website that assisted in day-to-day management of sales and logistics.
Of course, the website was just the tip of the iceberg. With some very specific eCommerce sales targets in mind, we also took to developing a SEO and PPC strategy that would help in driving eCommerce sales.
Arcadian Digital completed the website build with integrations into:
The website build went off without a hitch with the end product being a beautiful and functional eCommerce website that captured the essence of the brand.
From a digital marketing point of view, we completed an initial SEO audit followed by a number of recommendations to kick off the SEO journey. This went hand-in-hand with our keyword and competitor research which gave us the first stepping stones into the first AdWords campaign.
In the first 12 months, we smashed the sales target set out with a 250% increase in revenue year-on-year, illustrating that online was not only a viable sales channel for the company but that it’s continued growth could represent a massive opportunity in the future. In addition to the fantastic sales results, we also:
Although these are some fabulous results for Tilley, we’re not done yet! We’re continuing to work with Tilley for SEO and PPC to further boost online sales as well as provide data-backed recommendations for other digital opportunities that may also drive growth.