Our Approach
We built a connected digital growth strategy designed to strengthen Expert’s presence across the entire customer journey.
Search and Audience-Led Growth
Customers move seamlessly between organic results, paid ads, reviews, buying guides, social platforms and retailer websites. To match this behaviour, we aligned SEO and Paid Media around a shared objective: increasing visibility at every stage of the buying journey.
Paid activity captured high-intent demand, while SEO expanded visibility during research, comparison and consideration. Always-on category campaigns across phones, gaming and home appliances created a consistent baseline of demand throughout the year, supported by traffic campaigns that continually introduced new audiences to the brand.
First-party CRM data strengthened acquisition and efficiency by improving remarketing accuracy and building high-quality lookalike audiences. SEO expanded beyond transactional keywords into buying guides, comparison content, FAQs and solution-led content to build authority throughout the research phase.
CRO analysis using heatmapping and behavioural data identified friction points across the customer journey and highlighted opportunities for future website improvements to convert more visitors into customers.
Omnichannel Growth
As a franchise business, proving that digital activity could drive value beyond ecommerce was essential. We developed a local-first strategy across four key stores to generate both online sales and store visits. Location-based targeting and store visit campaigns focused activity around competitive catchment areas, reaching customers searching locally while also encouraging online purchases.
The success of the pilot provided confidence to explore rolling the strategy out across additional franchise locations, creating a scalable model for supporting growth at both local and national level.
