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When Wallace Waite, Arthur Rose and David Taylor opened their first small grocery shop at 263 Acton Hill, West London in 1904, little did they know that within a century the company was to become one of the country's leading food retailers employing over 37,000 people.
Today there are 243 branches, dedicated to offering quality, value and customer service. Waitrose aims to combine the convenience of a supermarket with the expertise and service of a specialist shop with a price commitment to ensure customers always get good value for money.
The Waitrose brief to Jellyfish is to drive online customer grocery purchase as well as use paid search to support both brand and local store activity. New customers of course are key, as is ensuring any search campaign represents the Waitrose brand values.
Jellyfish split the PPC account to allow effective desktop, tablet and mobile targeting and developed campaigns around keyword groups relevant to all stages of the research and purchase cycle. Local search and geo targeting also plays a significant role. Working closely with Google, Jellyfish has also ensured Waitrose stay at the forefront of Google search innovation with Waitrose regularly being included on search beta tests to enhance performance.
Jellyfish also worked closely with the Waitrose internal analytics team to ensure Omniture provides the data and reporting needed to provide clear tracking of new and existing customer sales.
Working to strict CPA targets, the PPC campaign has delivered a YOY sales increase of 447% whilst maintaining a 4% increase in budget.
