Many luxury businesses are reluctant about selling their goods online and the new caviar producer from Germany was no exception - they needed to be convinced luxury and ecommerce were not mutually exclusive.
23 Oct 2017
Few things convey the party spirit as strongly as the appearance of caviar, which has long symbolised festivity, romance and, of course, wealth. But competition for the attention of the super-wealthy is intense, and evoking the same exclusive and extraordinary service that can be conveyed in-store in an online environment requires a focused approach.
Attilus is a brand driven by ecological responsibility. The fishery has been supplying sustainably-produced caviar to gourmands and caviar connoisseurs since 2008, becoming well-known for the authenticity of its product and its sustainable approach.
Lucidity were commissioned to introduce Attilus to high net worth individuals in the UK with the internet as the main sales channel.
Research by Forrester showed that folks with a high income shop more frequently and spend more online than middle-income earners, continuing to purchase discretionary items both online and at physical stores. With the right features, it is possible to sell expensive items on the web.
We recommended recreating the boutique atmosphere online in multiple languages, a strategy that relies heavily on visuals to create a stylish but stimulating environment while reassuring vistors they are in the right place. Many luxury goods are sensory in nature and their purchase requires a high aesthetic appreciation, so we used visuals, colour schemes, slide shows and video to create a luxury shopping experience befitting one of the world's most elite natural delicacies.
KBH were struggling to realize the potential in their traincard advertising business, until they enlisted the help of their customers to shine a spotlight on a media format that was experiencing growing pains.
29 Jan 2013
Falling sales and negative perceptions in the market suggested on-train advertising was struggling to mature. The problem KBH’s management faced was that they weren’t exactly sure why. Numerous internal and external factors were articulated, but they had been unable to identify which issues were most important and needed to be addressed as a priority.
Lucidity London were briefed to help KBH isolate the main problems in ontrain advertising formats, and make strategic recommendations to deliver growth and a path to profit for the first time in its 5-year history.
Primary research among media buyers identified a number of weaknesses in buyer perceptions around traincard advertising, each placing a constraint on demand. Guided by these findings, we reformulated the traincard advertising proposition to new specifications, with larger packages of facings designed to reach a mass commuter audience more frequently, higher quality display frames in just 3 standard sizes (previously there were 7), moving display frames much more into passengers eyeline, and providing audience research to media buyers to help them evaluate traincards against alternative media formats.
Sales tripled in the month following the re-launch and continued growing for the remainder of the year. At year end, train advertising returned a profit for the first time ever in its history, despite a very poor performance in the first quarter.
Today, traincard advertising generates more than £7m a year, 7 times more than before the proposition was relaunched!
Dajon's management needed a plan to attract patrons to their new lodgings on the beautiful Greek island of Skiathos.
19 May 2013
The owners of a new hotel on the Greek island of Skiathos were entering the lodging industry at a very difficult time. Over the previous 10 years, the number of rooms available for holiday-makers to rent on the island had increased dramatically, so they knew they were competing in an already over-supplied sector.
To make matters worse, previously reliable markets in Britain, Germany and Scandinavia were in serious decline as the effects of the global financial crisis impacted the plans of European holiday-makers.
Lucidity London were commissioned to devise and implement a plan which made efficient use of a small budget to drive occupany to 70% or above for their first summer season.
Research revealed that more than half of all holiday-makers travelled independently to the island i.e. without the assistance of a tour operator. For most visitors, online was a key research tool and a small number of directories were highly influential in driving traffic to the websites of accomodation providers. Lucidity created a high profile advertising presence on each directory to guide prospective customers to Dajon's multi-lingual website.
By the end of the first week, we were generating so much traffic to the new website that Dajon's management asked us to slow down our recruitment activity! Digital marketing worked so well for Dajon’s management that they comfortably exceeded their targets in the first year. By tracking room nights booked following an online enquiry, and then calculating the total revenue generated by these room nights, we found digital marketing delivered an ROI of over 400% in year 1.
Dajon’s management have consistently achieved occupancy rates of 90%+ every year since then, an incredible performance given the economic difficulties in Europe and the heightened level of competition on the island.
At the end of 2010, management at In Situ Media were facing challenges on multiple fronts. Decisions taken over many years had cumulatively eroded the appeal of leisure centre media formats, and the company's revenues were falling precipitously at a time when competition for adspend was intensifying - clients were diverting their expenditure online and towards a growing number of sexier digital Out-Of-Home formats.
In Situ Media had failed to invest sufficiently in its products and systems, so if management were going to re-ignite growth in leisure centre media once again, they would need to modernise the company’s offering to meet the needs of advertisers, starting with the rejuvenation of a tired poster panel network.
To help management reverse the decline in sales and return the company to profitable growth, we recommended the adoption of a new strategy designed to raise quality standards across the board while remodelling inefficient business processes and more closely aligning the proposition to the needs of brand owners and their media buying agencies.
The new strategy was effective immediately. Sales leapt by more than 1200% in the quarter after we relaunched the proposition, followed by a further increase of 152% in the following quarter. Major brand advertisers including Nokia, Twentieth Century Fox, Sky, Adidas, nPower and Unilever - brands with a lot of choice in their media selections - were starting to choose Leisure Centre media formats once again.
A small sport & leisure media specialist needed to raise its game to meet the changing tastes of Britain’s biggest advertisers.
3 Mar 2012