HOW TO INCREASE THE ONLINE SALES OF A B2C E-COMMERCE

The Quelli della Pizza case study

How to launch a brand in the consumer market with effective communication that can drive the e-commerce sales?

Everything is ready: the website is online, the logistics have been adapted for shipping to consumers, along with the management system that cross-references stock data for both Ho.re.ca and B2C.

However, there are still only a very few people who are aware of the new ‘Quelli della Pizza’ brand; how to get ahead and attract a target audience throughout Italy?

Who is Quelli della Pizza?

Quelli della Pizza has been selling artisanal pizza bases hand-kneaded in Italy to the Ho.re.ca sector in Europe and the United States since 2009.

In March 2020, after the announcement of the first lockdown and the closure of bars and restaurants throughout Italy, the company saw its turnover drop by 80%.

The warehouse was full of pizza bases that were impossible to sell as restaurants and bars were closed until further notice. The company decided to donate them to associations, cooperatives and hospitals. The bases soon ran out, the warehouse was emptied and something unexpected happened. The company was inundated with requests: people who tried the pizza bases loved them and wanted to know where and how they could buy more.

Given their success, they decided to launch an e-commerce for home delivery and embark on a new adventure.

Storia di successo Quelli della pizza: ecco la nostra collaborazione con Quelli della pizza. I risultati dell'attivà SEO e Advertising. -2

The solution identified

The brand introduction phase and the analysis of the initial situation were followed by the implementation of a Digital Strategy in order to identify the most appropriate digital marketing tools to be activated.

The next step was to work out how, where, what and when to communicate thanks to the Editorial Plan, the guide for monthly content publication, which contains, sorted and analysed by objective, target and format, all the categories of macro topics useful for structuring social posts, newsletters and articles for the company blog.

The Editorial Plan is fundamental for building strategic, structured and, above all, constant communication. Its natural continuation is the Editorial Calendar, the document that translates the macro topics into posts, with the relative copies and visuals.

In addition to organic content, we added full funnel social ads campaigns, paid advertising on Facebook and Instagram platforms.

By setting up multi-level campaigns, we:

attracted new followers interested in the product with more generic content explaining its features and benefits (awareness);
increased interactions with the top-performing posts on the page, so boosting the views (interest);
‘warmed up’ the public who showed interest in the product (consideration);
increased the items added to the cart and conversions with targeted purchase campaigns;
stimulated the periodic repurchase of products with remarketing campaigns.

In order to reinforce and cultivate the relationship with the most interested customers, we used email marketing to realise 32 campaigns in 13 months with customised graphic templates and a strategy focused on both brand and revenue growth.

The combination of these marketing activities allowed us to build a solid fanbase, interested in the product and willing to buy it regularly.

ON TOP OF BRANDS

5,138

orders generated by marketing activities.

€7.43

Average cost per acquisition.

5.40

Average ROAS

Achievements

The activities produced excellent results in just over a year (from December 2020 to March 2022).

Organic social
The content published on the page made a strong contribution to:

building a positive image and identity for the brand, as well as a solid reputation;
giving the community a voice and increasing interactions;
producing with consistency, strategy and structure content in line with the Brand Voice and Brand Personality, which would keep the brand presence alive in the minds of users as Top of Mind for the oven-ready pizza bases sector
supporting and giving visibility to all the marketing initiatives implemented (competitions, contests, giveaways, special offers, influencer marketing campaigns).

Newsletter
Email Marketing campaigns with 32 mailings generated revenue of over €20,340, with an average of €635 each. There were 451 orders directly attributable to the sending of newsletters.
It is gratifying to note that the newsletters were appreciated by the subscribers. The average opening rate was in fact 45% (the average is between 18 and 22.5%), a sign of appreciation by the target group.

Website
Marketing activities produced a high increase in users on the e-commerce site with a total number of 261,169 sessions.

The most interesting data to note concerns the sources of the traffic: more than 76.6% of users were brought to the website by coordinated marketing operations.
Specifically: social ads campaigns for 20%, organic content on social media for 47%, newsletters for 1%.

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