Net-A-Porter

Net-A-Porter tried to take paid search in-house in 2018 (as part of a cost exercise.) This resulted in a substantial performance drop across all accounts and B&T were asked to consult with the group to resolve the situation.

Result

Results within first four months

45%

Increase in traffic growth

46%

Increase in Overall Revenue

10%

Increase in return on ad spend

-10%

Decrease over in cost per click

54%

Increase in orders

59%

Increase in new customer orders

Challenges

  • Generated a 400+ page audit with a prioritized roadmap, delivered in under 1 month

  • Initiated a complete overhaul of the way budgets were deployed historically - moving from yearly (siloed by channel, market, and month) to fluid budget between channel, market, and day/hour to create efficiencies for all channels + significant performance improvements

  • Created processes for centralized internal team, ensuring their capability to surface strategic initiatives to executive team that had meaningful impact on performance

  • Created a comprehensive testing roadmap for future growth

Approach

  • An immediate improvement saving of millions of dollars per annum with a significant increase in top line revenue (see next page) plus long-term growth of c.45% YoY each year

  • B&T were selected as the global PPC partner for the entire YNAP group - since then, we have rebuilt paid search into the group’s largest digital channel globally

“THEY ARE A DREAM TEAM. Not only are they incredibly knowledgeable across today’s most important paid media channels, but they are also approachable, open minded, dedicated and determined.”

Marilyn Webber

VP Digital and Client Development , Net-A-Porter