Driving Black Friday Success for Home Essentials

Email Marketing SEM Web Development

our results

+452%

Revenue

+91%

Online Sessions

+236%

Conversion Rate

Overview

Home Essentials, a trusted homeware store on Auckland’s North Shore since the early 2000s, underwent new ownership in 2021, ushering in a wave of innovation across the business. As a key player in the homeware market, Home Essentials faced the challenge of cutting through the noise of Black Friday with compelling offers, driving sales, reaching new audiences, and remaining competitive during one of the busiest retail periods of the year.

LOGIC1 was tasked with creating a comprehensive Black Friday campaign strategy to showcase discounts effectively and drive results across multiple touchpoints, including website updates, Google Shopping, and email marketing.

objective 1:

Increasing Visibility of Sale Pricing

Ensure that sale prices were prominently displayed to capture customer attention and drive conversions, moving away from hidden discounts revealed only at checkout.

Our Approach

To make sale pricing clear and compelling, we implemented temporary bulk changes within Shopify. This allowed discounts to be displayed prominently across product listings as users browsed. Key actions included:

Updating product pages to feature "was/now" pricing.
Streamlining the bulk pricing update process for maximum efficiency.

Results

This approach ensured that customers could instantly see the value of the discounts, improving the user experience and increasing the likelihood of conversions.

objective 2:

Optimising Product Feed for Google Shopping

Leverage Google Shopping to showcase the "was/now" pricing to a wider audience early in their shopping journey.

Our Approach

We made product-level changes within Shopify to optimize the product feed for Google Shopping. This included:

Featuring sale prices prominently in product listings, enabling potential customers to see the value of the discounts from the outset.
Aligning the feed to Google Shopping’s best practices to improve visibility and click-through rates.

Results

The enhanced product feed significantly increased the reach and effectiveness of the Black Friday campaign, bringing the sale offers to a broader audience and driving more qualified traffic to the website.

objective 3:

Utilising Email Marketing Effectively

Maximize audience awareness and engagement through a targeted and impactful email marketing campaign.

Our Approach

We created a series of highly targeted email campaigns through Klaviyo, focusing on key audience segments to maximize reach. Key steps included:

Promoting the Black Friday sale through engaging and informative emails.
Ensuring email tracking and settings minimized junk folder arrivals to increase open rates.
Tailoring messages to highlight key offers and create urgency.

Results

The EDM campaigns drove significant traffic to the website, contributing to increased sales during the Black Friday period.

conclusion

Through a multi-channel strategy combining website optimisations, Google Shopping enhancements, and effective email marketing, LOGIC1 helped Home Essentials stand out during the competitive Black Friday period. The campaign successfully showcased meaningful discounts, reached new audiences, and drove strong sales results, reinforcing Home Essentials’ reputation for quality and value.

Content Optimisation SEO

+79.54%

New search queries gained Autogrow

SEM

+67%

Increase in paid search revenue Kitchen Warehouse Au

Content Optimisation SEO

Better content = increased engagement Large tourism operator targeting international travellers.

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We have extensive experience working with companies across all industries, shapes and sizes.

Our strategic process uses your first-party customer data to develop insights from your existing customers to optimise strategies and tactics across persuasion, attention, and transaction to deliver new customers consistently.

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