Revolutionizing Reebok's Digital Footprint
Client Background
Reebok, a renowned brand in the fiercely competitive fitness and lifestyle industry, faced challenges unique to their Australian online-only presence. Struggling against industry giants and hindered by limited budgets, Reebok's digital efforts were falling short, resulting in stagnant sales and thin profit margins.
The Challenge
Online-Only Presence: Being solely online restricted Reebok from leveraging physical store interactions, a potent tool for customer engagement.
Budget Constraints: Limited budgets made it challenging to achieve impactful marketing while maintaining profitability.
Our Approach
Redig was brought in for a comprehensive 6-week audit, delving deep into Reebok's digital operations. Our findings unearthed crucial insights that were pivotal in reshaping their entire e-commerce strategy.
Profitability vs. Sales: We revealed that while paid search was driving substantial sales, hidden costs and a high rate of product returns rendered it unprofitable in isolation. Addressing this discrepancy became a priority.
Channel Reevaluation: By emphasizing the value of channels like eDM and understanding the latent potential of organic social, we demonstrated the need to recognize indirect sales contributors. Social media, while not driving immediate purchases, played a crucial role in driving registrations and subsequent high-conversion return visits.
Unified Strategy: We identified discrepancies in messaging and tone across channels and streamlined them under a unified strategy. Recognizing the shift in their target audience, from a masculine to a feminine approach, was essential for effective communication and support throughout the buying process.
Effective Reporting: We devised a two-tiered reporting model, offering real-time data for quick responsiveness. Tier one focused on essential metrics for overall performance understanding, while tier two provided detailed management reports, enabling deep analysis and solution-focused interventions.
Strategic Guidance: We mapped seven key initiatives, rating them on feasibility and potential returns. Through a workshop, we guided Reebok's management team to strategically deploy these initiatives considering their resources and overarching goals.
Key Achievements
Unified Strategy Implementation
Streamlined messaging and a cohesive approach aligned with the brand's new feminine focus, enhancing customer engagement and satisfaction.
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Effective Channel Utilization
Recognition of the value of indirect sales channels like social media and eDM led to increased registrations and higher conversion rates, boosting overall sales.
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Transparent Reporting
The two-tiered reporting model provided real-time insights, enabling quick interventions, leading to improved performance tracking and decision-making.
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Strategic Roadmap
Our 24-page document, summarising the audit, benchmarking and recommendations, became an integral part of Reebok's business strategy, guiding their digital endeavours for the following year.
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Conclusion: Redig's strategic audit and subsequent recommendations transformed Reebok's digital landscape. By redefining channels, unifying messaging, and implementing transparent reporting, we propelled Reebok into a new era of digital success. Through strategic planning and cohesive execution, Reebok not only overcame its challenges but also laid the foundation for sustained growth and customer loyalty, ensuring a competitive edge in the dynamic fitness and lifestyle industry.
