Catherine Jones of Cambridge has been in the jewellery business since 1963, and been a prominent feature on Bridge Street in Cambridge for more than 60 years.
In February 2023, Catherine Jones approached Lilac James to build their digital marketing strategy for 2023 and beyond.
SEO, Google Ads and Facebook Ads
Optimise & acquire local search terms with intention of driving greater foot traffic into the store itself
Landing page strategy designed to capture niche market demand for services offered within the shop
Build a national ecommerce sales strategy through Google and Meta Advertising for their high-quality and extensive range of jewellery available to purchase
120 page one positions secured on Google within 8 months of project completion
Increase of search traffic by over 280% for a range of key search terms
Whilst the ecommerce strategy was performing for lower cost products, market research demonstrated that consumers of high quality and relatively expensive jewellery wanted to physically feel & touch what they were buying, before making the purchase decision, which is why in-store sales were always so strong.
A Google Ads strategy was then designed to drive people in-store by targeting a range of competitive keywords with adverts that encouraged an in person visit, highlighting the store location.
These Meta ‘store location’ Ads reached over hundreds of thousands of active shoppers within Cambridge, and Mathew & Vanessa Burkitt, the owners/directors of Catherine Jones, report that they significantly helped produce their best ever Christmas sales in over 60 years… despite being in a technical recession.
The results of our 12 month project with Catherine Jones, was an increase of 30% revenue year on year and their best ever year in 63 years!
“Things are going very well indeed. Online sales themselves trickle in – but in-store business is at record levels, with every metric we track at record. Year-on-Year sales are +30% with item value and sales volume both at record levels. We know for sure that our online efforts have led to this, so many thanks again for helping out.”
