Unique Marketing Strategy for a Designer Clothing E-Tailer
June 2006 - One of the largest online retailers of women's designer clothes had serious issues with their web site. Although they had a high page rank and many back-links acquired over nine years, the site was not being spidered by Google and other major search engines. Reciprocal diagnosed the issue that was blocking robots from the site and within six days after the launch of the campaign, the site had over 10,800 pages indexed on Google. This compared with only eight pages indexed before our efforts. After the site was indexed, sales and traffic resulting from searches on designer names increased substantially.
Reciprocal then set up written internal procedures for the e-tailer's staff to allow them optimize new product pages for search engines. This optimization included expanding use of keywords in meta-tags, page titles, alt tags, and ad copy.
During the initial analysis of the retailer's site web stats, Reciprocal found that many of the site's images were being used by fashion blog sites, myspace member pages, and other websites to show off clothing and discuss new fashion trends. Rather than block this use of these images, Reciprocal devised a strategy to invite the image "thieves" to convert their illegal use of the images into an affiliate link that would provide revenue for sales derived from a link from that image.
This unique strategy can turn a liability into an asset. What was once nothing more than a drain on their server resources can now become a free source of traffic. This strategy is currently being evaluated for implementation. Due to the high cost of conversions in this industry caused by rampant "window shopping" on the web, this low cost source of traffic could create a huge advantage for this retailer. Furthermore it can forge long-term relationships with customers and key stakeholders like top fashion blog sites who are hungry for income.
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