ECS – Performance Marketing Transformation with Adex360

Ehsan Chappal Store (ECS), established in 1954 in Lahore, Pakistan, began as a modest venture specializing in comfortable and stylish sandals. Over the decades, ECS expanded into a prominent retail chain, offering a diverse range of ladies’ footwear and accessories across multiple stores nationwide. Despite its growth, ECS faced challenges in the evolving digital marketplace, particularly in optimizing its online sales and customer engagement. To address these issues, ECS partnered with Adex360 to implement a comprehensive performance marketing strategy to enhance online visibility, increase sales, and improve overall customer satisfaction.

Challenges Identified & Solutions Implemented

• Fragmented Online Presence & Inefficient Inventory Management

Problem: ECS’s online and offline sales channels operated in silos, leading to inconsistent customer experiences and difficulties in managing inventory effectively.

Solution: Adex360 introduced an omnichannel solution that integrated all sales platforms, providing a unified view of inventory and customer data. This integration ensured real-time inventory updates, reducing the risk of stockouts or overstock situations.

• Manual Order Processing Leading to Delays

Problem: The manual handling of orders resulted in processing delays, increased errors, and a suboptimal customer experience.

Solution: Adex360 implemented an automated order management system (OMS) that streamlined the order fulfilment process. This automation reduced processing time, minimized errors, and enhanced customer satisfaction by ensuring timely deliveries.

• Underutilization of Digital Marketing Channels

Problem: ECS had a limited digital marketing strategy, relying heavily on traditional advertising methods, which restricted its reach to a broader online audience.

Solution: Adex360 developed a targeted digital marketing campaign that encompassed search engine marketing (SEM), social media advertising, and email marketing. By leveraging data analytics, the campaigns were tailored to effectively reach potential customers, resulting in higher engagement and conversion rates.

Performance Marketing Impact on ECS

The collaboration between ECS and Adex360 significantly improved operational efficiency and sales performance.

Key Achievements:

• 53% Increase in Sales: The integration of automated inventory management and a robust OMS led to a substantial boost in sales, as products were consistently available, and order fulfilment became more efficient.
• 40% Reduction in Order Processing Time: Automation streamlined the order journey from placement to delivery, enhancing customer satisfaction through prompt service.
• 95% Accuracy in Data Reporting: Real-time data collection and analysis provided reliable insights, enabling informed decision-making and strategic planning.

Content Strategy & Digital Engagement

A revitalized content strategy and strategic digital engagement played a pivotal role in ECS’s online resurgence.

Content Optimization

• Engaging Visuals: High-quality images and videos showcasing ECS’s latest footwear collections were regularly posted on social media platforms, capturing the attention of potential customers.
• Interactive Content: Polls, quizzes, and customer testimonials were utilized to foster a sense of community and encourage active participation from the audience.

Influencer Collaborations

• Brand Ambassadors: Partnering with local fashion influencers helped ECS reach a wider audience, as these collaborations lent authenticity and trust to the brand.
• User-Generated Content: Encouraging satisfied customers to share their experiences and feature ECS products on their personal profiles created organic promotion and enhanced brand credibility.

Sales Growth: Paid vs. Organic Social Media Marketing

Adex360’s strategy effectively balanced paid advertising with organic marketing efforts to maximize ECS’s reach and revenue.

Steps Taken for Sales Growth:

• Targeted Paid Advertising: Utilizing data-driven insights, paid ads were directed towards demographics most likely to convert, ensuring efficient use of the marketing budget.
• Search Engine Optimization (SEO): Enhancing website content and structure, improving organic search rankings, and driving more unpaid traffic to ECS’s online store.
• Email Marketing Campaigns: Personalized emails inform customers about new arrivals, promotions, and exclusive offers, fostering repeat business and customer loyalty.

This comprehensive approach ensured that ECS’s marketing efforts reached a broad audience while maintaining cost-effectiveness.