Full-service retainer
Fabric Land
Fabric Land, a family-run company with nearly 40 years of experience, specialises in haberdashery and fabric. Despite being industry leaders with a loyal customer base, their website did not reflect their market position and suffered from Google penalties, losing search rankings. Initially, Fabric Land approached Digital Storm in 2016 to update their online presence and improve search rankings. However, the scope quickly expanded to include developing a robust eCommerce platform to increase sales and reach a wider audience beyond their physical stores in the South.
Our Response
Fabric Land was eager to invest in an eCommerce platform. Digital Storm developed a modern eCommerce website using WordPress and WooCommerce, allowing Fabric Land’s staff to easily add and manage products, essential for their constantly updating inventory of over 3,000 fabrics and patterns. The website was designed to provide a seamless and enjoyable shopping experience for both existing and new customers.
Key features included:
- A user-friendly navigation structure for easy browsing.
- Enhanced customer service with customised emails, feedback and fabric reviews, and a points-based loyalty programme.
- A sewing gallery for customers to upload and share their creations, fostering a community around the brand.
Post launch
After launching the new website, Digital Storm implemented a comprehensive digital strategy to increase turnover. This strategy included:
- SEO: To improve search rankings and drive organic traffic.
- Email marketing: To engage customers and drive repeat sales.
- Abandon cart notifications: To recover lost sales and increase conversion rates.
- YouTube marketing: To showcase products and tutorials.
- Social media marketing: To expand online reach, engage with customers, and build brand awareness.
Conversion optimisation was a core focus, with monthly updates based on analytics to continually improve the conversion rate.
Results
The new website quickly gained new customers and saw significant growth in sales and traffic, benefiting from Fabric Land’s existing brand recognition. Key achievements include:
- Industry-leading conversion rate for the online shop, setting a benchmark in the fabric and haberdashery sector.
- YouTube subscriber and views growth through the introduction of daily shorts, enhancing their video marketing strategy.
- Massive email marketing database growth, with over 8,000 new subscribers in just six months.
- #1 keyword ranking for all major fabric and haberdashery search terms, significantly improving organic search visibility.
- Google Business Profile management and optimisation for all shop locations, keeping them at the top of the map pack.
- A video series featuring a celebrity sewing TV personality, conducting demos and tutorials in shop locations, further engaging the community and attracting new customers.
Overall, the comprehensive digital strategy implemented by Digital Storm has significantly enhanced Fabric Land’s online presence, leading to sustained growth and increased brand awareness.
Digital Storm
Complete Business Solution
In today’s digital age, a strong online presence is essential for any business to thrive. That’s why we offer a comprehensive solution tailored to your needs. Before we begin, we thoroughly assess your target audience to develop a strategy that effectively reaches them.
