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URL: http://www.airfix.com/
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Key Industries:
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Entertainment & Leisure
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Retail
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Key Sectors:
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Behavioural Targeting
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Content Management
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Design & Build
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e-commerce
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Hosting
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SEO
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Usability
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Airfix
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Iconic brand generates 300% ROI in first quarter and expands target audience
Brief
Airfix is the oldest UK manufacturer of scale plastic model kits and has been producing kits for the mass market since 1952. Airfix produce a wide range of plastic kit models aimed at all types of scale modellers with subjects such as; military aircraft, ships, cars, dioramas and more recently licensed products such as Wallace & Gromit, and Doctor Who and were looking to revitalise the brand to improve brand experience, customer retention and online sales.
To create and deliver the complete online strategy to revitalise the iconic Airfix brand among a younger audience as well as re-engage brand advocates. Key objectives were to increase sales as well as increase and maintain customer loyalty.
Strategy
By focusing on customer retention, Red Ant provided newsletter subscription and send functionality and a club for members. The basket provides cross and up sell to encourage increased basket values and integration with an internal SOP system improves the overall service providing real time stock updates. These functions were used to achieve the following objectives:
• Rejuvenate the vision and values of the Airfix brand
• Represent the importance of increased customer usability and innovation through the design
• Identify brand values and the overall art direction for the online presence
• Increase revenue and average basket value
Execution
While the new site was being developed Red Ant developed a landing page with data capture for the visitors that wished to be notified when the new site went live.
Red Ant developed a bespoke website that really propels the brand and enhances the shopping experience to increase sales. Using advanced AJAX functionality features throughout the site enhances the user experience. There has been full integration with Airfix’s internal stock management and distribution system, making the complete sales process seamless and other features include finding the nearest stockist, postcode lookup, club members area and associated Humbrol paints purchasing. This website was designed and built within a three month period.
Results
The Airfix website earned 25 times the amount of revenue in the first year after the build compared with the previous year. Users have said that the site is easy to navigate and finding products is simple, especially the link in with Humbrol paints to find the correct paints for their models.
• The holding page captured 30,000 names during the 3 month build time
• The site received 25,000 unique visitors within the first day of launch
• It achieved a staggering 300% ROI in just 3 months
• 25 times the amount of revenue earned, year on year, after the build
• Nominated for the Freshest Online Retailer 2008
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