Dukeshill is recognised as one of the UK’s market leaders in traditionally cured hams, meats and artisan foods delivered fresh to the door. It has built a reputation for producing and supplying high-end produce and, in 2003, was awarded a Royal Warrant to supply ham to HM The Queen.
Although a large number of their sales were driven from their printed catalogue, 40% of sales were online, and Dukeshill wanted to grow this channel further. The company had run a number of digital marketing campaigns in-house previously, but wanted to bring those digital efforts together under the umbrella of a digital marketing specialist agency who could establish a more successful, sustained digital campaign. Our role with Dukeshill was to work closely with the business to drive additional, relevant traffic to the website and increase online revenue through an Integrated Digital Marketing Campaign. Dukeshill had also set an ambitious revenue target from new users, whilst maintaining the highest possible return on ad spend (ROAS).
The core digital marketing plan consisted of the following activities:
Over the course of a year, we oversaw a 91% increase in revenue when compared to the previous year, as well as a 97% increase in the number of transactions. Also, over the Christmas period, which is of course a key period for Dukeshill, they saw a 310% increase in new users and an exceptional ROAS of over 4000%
“We engaged Ascendancy to work with us on our website in early 2020 to improve our SEO and assist us with a PPC strategy. They set up a Google Shopping campaign for us, built on the Shoptimised product feed platform, gave us good advice about creating relevant content writing for the website and blog, and ran an extensive keyword-based campaign for us in the run-up to Christmas. Steph has been a pleasure to work with throughout, showing a real interest in the business and genuine enthusiasm for developing our online campaigns. During the period we have worked with Ascendancy online sales have increased considerably, and in the same timeframe the proportion of total orders coming from the website increasing by almost 15%.”