Glue Store with an end to life platform wanted to drive a quick go-to-market they could scale up. The solution Overdose used was a base template in Shopify Plus and to turn this site around in two months, then scale up UX and deeper omnichannel processes.
Developed a future proof platform with all the functionalities of a modern website, to fulfil a simple and seamless customer journey both in-store and online. Provided a more seamless solution for the admin user to manage the business processes and spend less time on basic admin actions. Moved Glue Store to a fully integrated Digital Business for gluestore.com.au including product and inventory feeds from multiple brands (all housed in the single instance of Comestri)
To speed up the content creation process and implement recommendations on the site.
Our focus has mainly been on brand optimisation and collection page optimisation. We have also been working on local area marketing by optimising Google My Business profile and creating store pages for the site. Moving forward, a granular targeting approach has been adopted. Alongside brand and collection page optimisation, we will also be targeting colour-based keywords to acquire a new audience to the site. These colour-based keywords have a huge search interest and can contribute to traffic growth for organic search.
Critical to the digital journey is the store network engagement of the customer. Live inventory was a big part of this journey across the store network and the workflows to make it easy for store teams by creating a seamless customer flow.
Overdose developed a custom checkout experience to maximise choice, not just throughClick & Collect but Australia Post collection, advanced address validation and multi-buy discounts.
Before we took over they had a high reliance on promotions (a lot of spend during promotional periods at lower AOV). They also had a large product offering and brands they have in stock which they are competing with the brands and other retailers.
We rolled out a combination of always on and promotion and by improving always on ROAS we were able to ramp up during full price periods which obviously helps overall ROAS and profitability. New campaign structure helped to focus on most profitable brands and products and also enabled us to be flexible based on their stocks, seasonality and product performance. For social Our audience setup considers all stages in the funnel big learning and performance improvement was audience and gender specific messaging.
The goal was to shift from a promotionally driven site to the one place for the premium product online and instore – House of Brands true omnichannel retailer. Overdose with Glue Store did a full review and restructure of the Information Architecture leaning heavily on SEO optimisation, heatmapping and traffic review through heatmapping. The navigation and look & feel were improved to reflect this change in direction and to drive google authority in a highly competitive market.
Apart from optimising the navigation, this enhancement extended to the product listing, content extension across the detailed product pages. Introduction of AI-driven product recommendations using Emarsys on-site driven across all pages by website and email interactions.