Travis Perkins PLC a national builder’s merchant with over 1800 trade counters has been struggling with online marketing and transactions, dropping a long way behind competitors. The challenge was to build a strategy, initially for their self-build division that could be implemented and shown to work before producing similar digital strategies for the other divisions.
A series of research tasks were conducted to establish the market position, competitor’s analysis, key words being searched, the market in general.
A full set of recommendations were put forward for consideration including usage of key words and phrases, what the target audiences are actually looking for, user journeys, information architecture, online and offline marketing plans and how the site should function to achieve the user needs of the site and microsites.
The recommendations are in the process of being implemented so full results are not yet known, however it has allowed the client to look at their marketplace in a way that they have not done before.