Page 2 - TD19_eCase Study_Oroton_SEM

OVERVIEW

OrotonGroup Limited is a publicly listed, Sydney-based retail company, with over 80 stores across
Australia, New Zealand, Singapore, Malaysia, Hong Kong, and China. Founded in 1938, OrotonGroup is
a leader in the distribution of a number of premium international fashion brands in Australia and New
Zealand (in addition to its own brand, Oroton).

ANALYSIS

With Brand visibility strong, Traff1k™ D1g1tal were required to raise visibility for non-branded search
terms with the aim to increase traffic and revenue. Traff1k™ D1g1tal’s goal was to ensure that Oroton’s
website was visible to qualified prospects as they were searching for their products online.

TARGET MARKET

International premium and luxury consumers, medium-high socio-economic status with disposable
income, predominantly females aged 18-60 years.

OPPORTUNITY

At commencement of contract there was high volume brand traffic arriving at the Oroton website, with
limited visibility for non-brand/discretionary terms. This meant that while the website was achieving
strong visitor numbers, there was no advancement into new markets as people searching based on
brand were likely to have visited the site before and/or are a current Oroton customer. By broadening
the strategy with a focus on non-brand/discretionary terms, this opened up the opportunity for Oroton
to capture a much larger audience and attract new customers to the brand.

ABANDONED CART REMARKETING

In order to maximise the sales pipeline and address the high rate of abandoned carts, Traff1k™ D1g1tal
applied a remarketing campaign targeting email addresses of customers that had entered the shopping
cart but had not converted.