The Dessy Group
Evolving strategy builds traffic and conversion rates.
Client: Dessy Creations
Web Site: www.dessy.com
Challenge: Use Internet marketing strategies to continually grow site traffic, generate online income and deliver more potential customers to retail channel.
Setting the Stage…
The Dessy Group has a long history of industry-leading bridesmaids fashions. Over the past four years, Portent and Dessy have worked together to meet three challenges:
- Generate sales of Dessy styles through Dessy’s retailer network,
- while providing retailers the tools necessary to participate.
- And, at the same time, generate cash income from the Dessy web site.
Alan Dessy saw the potential of the Internet from the start – Dessy has always led their competitors in use of the web as a marketing tool. What he really wanted, though, was a site that would deliver real, measurable results.
Site Redesign Gets the Ball Rolling
With three redesigns in four years, Dessy.com has evolved into a more usable, inviting site for brides and bridesmaids. It’s also become a far better marketing platform: It delivers far better search engine optimization results, and offers clear calls to action.
Dessy’s rankings rose, and so did its traffic. Dessy.com and other Dessy Group sites went from unranked to the top three for the most valuable terms: Bridesmaid dresses, formal gowns, and dozens of style-specific phrases, such as ‘satin bridesmaid dress’.
Referral System Closes the Loop
The next challenge: Help site visitors find and visit local Dessy retailers. Portent built a referral system that lets visitors locate a nearby retailer. Then they can send that retailer a note requesting an appointment. The message automatically includes the dress style and color the visitor was viewing at the time.
Most important, the referral system tracks retailers’ response rates. If a retailer doesn’t respond to a referral within a specific timeframe, that referral is automatically redirected to the next-closest retailer. Retailers in any given geographical area are ranked and sorted according to the distance from the customer and their response rate.
The result is the smoothest possible customer handoff from Dessy to the retailer.
Swatches & Accessories Generate Income
Finally, Portent and Dessy introduced an online swatch and accessories store. Visitors can order fabric and accessories to round out the bridal party’s look, preview colors, or create themed table settings that match the wedding’s colors.
The online store generates income to support online marketing efforts, without interfering with retailer-drive dress sales.
Measurement Drives Adaptation
Ongoing marketing efforts, site improvements and seasonal trends are all tracked using a suite of web analytics tools. Dessy and Portent use site traffic data, referral rates and sales data to measure and refine ongoing marketing efforts and the site’s overall effectiveness.
The result? Consistent growth, year after year. The Dessy Group family of sites now sees millions of visitors during the busiest season. And more important, referral rates have doubled each year.
For more information contact:
Ian Lurie
Portent Interactive
206.575.3740
Contact Portent online
