Broad Digital Marketing Strategy and Delivery:
We were approached by Tesco’s photo kiosk supplier PNI, initially to provide SEO and Email Marketing support for Tesco who were in the process of moving their popular in-store photo processing service online.
Brief: Grow Tesco Photo’s online visibility in search, improve delivery and engagement with email marketing campaigns, improve data collection for insights into customer behavior and ROI reporting.
Method: We provided an SEO audit of the new website early in the development stage, ensuring the site and content were optimised from the off. Then we developed a weekly, monthly, quarterly and yearly ecommerce and search reporting regime that covered all digital channels enabling understanding of customer interactions and conversion paths as well as accurate ROI measurement.
SEO reporting and responsive management then continued, constantly improving visibility and reacting to changes in customer behavior, market conditions and seasonal demand.
We also worked with Tesco’s design agency to rebuild the marketing email channel, suggesting strategies to increase subscribers, re-designing the email template based on data insights from heatmaps and best practice, as well reviewing the broadcast strategy to ensure the emails were sent in a timely manner and ultimately well received.
Finally we conducted an audit of ongoing Google Ads PPC campaigns and affiliate network advertising, eliminating wasteful spend and sharpening ad text and CTAs to increase visibility and grow market share. ROI from PPC and network ads increased by over 500% in the 1st year and continued to be a revenue generator especially during seasonal peaks.
Delivery: Over seven years we grew Tesco’s photo processing business from a mid market instore kiosk service to by 2016 one of the top online photo processing, wall art and gifting services in the UK and Ireland, enjoying 1st place position in organic search for phrases like ‘Photo processing’, ‘Photo Canvas’, ‘Photo wall art’ and ‘Photo prints’,
ROI from PPC increased by over 500% in the 1st year and continued to be a revenue generator.
Email subscriptions grew from low thousands to over 1 million in 5 years, providing another significant sales channel
Overall revenues grew over 200% in the 1st year and over 500% exponentially in the following years until the service was sold to the Timpson Groups ‘Max Photo’ brand.
It is still a leading provider of Photo products.
What the customer said: We have worked with Evisible for 7 years, during which they helped us to successfully position the Tesco Photo brand as one of the top players in the photo personalisation space.
Evisible provided expertise and industry knowledge in all digital channels, including SEO, PPC, Affiliate and Email marketing, through to display advertising and App Store Optimisation.
I can highly recommend Evisible and their very professional approach to anyone looking to improve visibility of their Website or Apps or needing general support in any digital channel.
Karl Oertel – VP operations PNI
Evisible supported the growth of Tesco Photo for many years providing valuable and actionable advice on Email marketing, Data Analysis, SEO and PPC advertising all of which provided strong return on investment. I’d recommend Evisible to provide useful support to any organisation looking to improve and maintain its online presence.
Kevin Martin – Head Tesco Photo