Case Study. TAPS Bath.
Digital Retail Marketing
Web Design & Development / Brand Strategy / Video & Motion / Social Media Marketing / Digital Marketing and Ads
Client Goal.
TAPS Bath, a showroom owned by Wolseley Canada (a $6 billion annual revenue brand), is a leading Canadian retailer of luxury kitchen and bathroom brands. In 2020, TAPS showrooms faced reduced operating hours, but still needed to capture sales and maintain connections with customers. Previously, they used annual print ads in a local paper to drive foot traffic, but the shift in consumer behaviours meant a shift in advertising methods.
Strategy.
9dot Digital needed to craft a retail digital marketing strategy to help meet these changes. Rather than strictly print, we pivoted their marketing to a hybrid strategy, creating a mailable lookbook and online lookbook to show featured bathroom and kitchen products.
This gave shoppers the option to browse before booking a showroom appointment. We also created a four-month, multifaceted digital campaign which included Google Network ads, Facebook Network ads, and a microsite with integrated lead generation forms.
Result.
As a direct result of the campaign, showroom awareness and overall sales increased. We were able to keep CPC on Facebook and Google well below industry average, while gaining 12 million impressions overall, and 100,000+ clicks and sessions on the microsite. Following the campaign success, we continued to work on annual campaigns with TAPS around this same concept.
