CASE STUDY
Results on a Budget with CDC OfficesCDC Offices are a two-brand business including Clear Workspace & Zero Office Furniture. The brands were built to operate as a circular model, Clear Workspace collecting used furniture as an office clearance company, whilst Zero Office Furniture resold the furniture through an ecommerce platform.
November 17, 2022
+125%Conversion volume
Propel services used
Team members involved
Rob SimpkinsCo-Founder / Head of Service
Jack ChellewSenior Performance Consultant
Alison GarePerformance Consultant
The Challenge
Limited BudgetCDC Offices are a small enterprise that didn't have the luxury of large budgets to invest into the marketing program. Budgets were dependent on month-by-month performance and it was imperative that each pound spent maximised it's value.
Locally LimitedLogistics and physical manpower is a key component of the CDC operating model. To reduce overheads and maximise the efficiency of the work space, CDC needed to prioritise locations that were accessible for their removals team.
Supply & DemandThe two brands in the CDC family operated symbiotically. If Zero Furniture needed more stock to sell, than we had to increase volume through the Clear Workspace removals service to allow us to capitalise on demand and generate as much revenue as possible.
The ApproachOur solution needed to be considerate off the context of the sales cycle and hinged on unlocking automation to help them drive more value from the performance channels.
Localised Radius
All of the paid search campaigns we designed for CDC were targeted within a local radius that was in commutable distance for the collection and distribution team. This meant that every job we generated would be within a fixed difference from their warehousing space.
Priority Products Feed
Zero Furniture’s most successful sales were typically driven by products that carried the most inventory which could service stable demand. We built a categorisation of products in the shopping feed that allowed us to prioritise products with a relatively high inventory count.
Push-Pull Bidding
We implemented a budgeting system that took into account the needs of both sides of the CDC business. When stock for Zero Furniture was low we would push budget into the Clear Workspace account to bring in more stock, when it was high we would pull back on our investment.
The Results
Conversion volume
+125%Local sales volume
Our approach generated an uplift in marketing spend efficiency across their paid search channels. This was measured in end sales revenue.
Marketing costs
-22%Investment efficiency
The changes in strategy had a positive effective across the entire sales chain, creating efficiencies in the sales process and positive impact across the business.
Years in partnership
2+Trusted partnership
CDC Offices have been with us since the early days of the agency and we’re fully embedded as an extension of their marketing capability.
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