Legrand, a renowned brand in the home improvement sector, has successfully transformed its business model from an offline giant to online dominance and a thriving e-commerce leader in a category that is still dominated by traditional trade and influencers. This is through a strategic partnership with ETML, a leading growth advertising and analytics company.
Legrand faced significant challenges in the 0 - 1 online journey, requiring a robust digital strategy to drive high-quality traffic, increase sales and reduce Cost Per Purchase (CPP).
Traditionally focussed on offline channels, the company needed a meticulous approach, starting with a brand new website and a well-structured paid campaigns plan, says ETML.
ETML says that it implemented a holistic strategy targeting high-intent audiences on Google and Meta platforms. It used high purchase intent keywords and PMax campaigns to capture potential customers actively searching for Legrand's products.
Continuous creative and website audits enhanced user experience and conversion rates, while refined custom intent audience signals in PMax campaigns scaled the hero campaign and reduced CPP monthly.
ETML says that it also led category expansion and lead generation campaigns in the home automation sector, leveraging its proprietary tech tool, Adbytzz, for real-time dashboards and data-driven insights to ensure effective campaign management and optimisation.
Reflecting on the journey, Raghav Kansal, founder and CEO of ETML, says, "Our partnership with Legrand has been an incredible journey of growth and innovation. By leveraging our holistic digital strategies and the power of data-driven decision-making, we've helped Legrand not only enter the online space but also thrive. This collaboration is a testament to the potential of blending traditional market strength with cutting-edge digital techniques."
The collaboration resulted in a 3.8 times increase in advertising spend, a 46% improvement in customer acquisition cost and an 83% increase in search volume for Legrand's brand keywords, demonstrating the power of the partnership in driving brand visibility and customer engagement, says ETML.
Laxman Tari, head of brand and digital business at Legrand, says, "ETML's partnership has been instrumental in navigating our critical 0 - 1 digital journey, taking our marketing initiatives to new heights. With their strategic guidance and expertise, we've witnessed a significant improvement in our cost-effectiveness and overall results."
"The transition from traditional marketing to digital marketing can be daunting for many brands, especially in categories predominantly dominated by conventional trade, and this is where ETML truly shines. With their expertise in holistic digital growth, they are uniquely positioned to help traditional brands navigate this transition seamlessly. The results speak for themselves, and we look forward to achieving even greater milestones together," adds Tari.
ETML concludes that this successful collaboration between Legrand and ETML serves as a blueprint for other traditional businesses looking to embrace digital transformation. By combining industry expertise with cutting-edge technology, the partnership has redefined the possibilities for growth in the home improvement sector.
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