Denali Home Collection

Denali Home Collection, a home furnishing company in Janesville, wanted to pivot to an e-commerce business to start selling direct to consumers. The company had primarily been selling to small boutique stores and gift shops but had not been successful growing the business. The primary product, blankets, which were made in Wisconsin, and had a very loyal following because of their durability, softness and quality craftsmanship.

PROJECT OBJECTIVES

  • Create an e-commerce-based website

  • Introduce ultra-premium blanket category and showcase features and benefits of a $100+ blanket

  • Launch a new-to-the-world line of NFL & College licensed blankets to fans and create reasons to believe

  • Manage the day-to-day business and shoestring marketing budget

 

STRATEGIES IMPLEMENTED

  • Introduced Shopify website that can take orders, process payments and provide full reporting on all KPIs

  • Created branding and positioning that focuses on the product differentiators, including Lifetime Guarantee

  • Launched football focused media plan aimed at the ultimate fandom

  • Implemented direct marketing and email campaigns to build awareness and brand loyalty

  • Built customer list by executing social media and online strategies for giveaways, sweepstakes and promotions

 

RESULTS ACHIEVED

  • Sold $2MM in licensed blankets in year 1

  • Increased Average Order Value by $37

  • Achieved 3.9% conversion rate

  • Cost per Acquisition decreased by 22%

 
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