We developed a marketing strategy to recover sales via B2B and B2C channels

129%

uplift in sales from social advertising

Client

Unique & Unity

Industry

Homewares / Lifestyle / Retail

Website

uniqueandunity.co.uk

Project Summary

Unique and Unity is an online home and lifestyle store for the design conscious, established in 2011 with over 35 years of design industry experience. After losing significant wholesale revenue when retailers like John Lewis reduced orders during Covid, they needed to rapidly build their direct to consumer and B2B trade capabilities from scratch.

Results

27%

increase in email database size

13%

improvement in website conversion rate

Six

months project timeline with rapid activation

B2B/C

dual funnel created

Understanding The Challenge

Pre-2021 Unique and Unity supplied over £2 million of stock to retailers like John Lewis. Following store closures they decided to focus efforts online, needing to rebuild their trade arm from scratch in 2022 onwards while selling to existing and new customers. They needed to analyse their online database, identify retailers selling to that customer profile, then build trade and D2C funnels based on their current overflow stock portfolio.

Our Approach

We built a lead funnel integrated into the back of the ecommerce store and implemented social media advertising, email marketing and optimised the buying journey on the website to increase conversion rate from all marketing channels. An SEO led landing page was created to attract buyers looking for hand printed porcelain products made to order, with a journey to onboard customers. We built automations to help send samples and warm leads from both B2B and D2C perspectives.

Capabilities Deployed

PPC
Social Media Posting and Advertising
Lead Funnel
Email Marketing
Website Optimisation
SEO
UX Analysis

Learnings From Project

Working with Unique and Unity taught us about the homewares business when pivoting from wholesale to direct consumer. When a brand was previously doing higher turnover through wholesale to major retailers, we had to devise strategies to compete with those same brands selling direct. Creating dual funnels for trade and consumer audiences from a single ecommerce platform proved highly effective.

Client Feedback

“We were approached by Teylu, much like many other agencies hitting our inbox. Their approach to everything was personal and they had really done research on our market and business to help us grow. Our project was only short at six months, but their specific impact on our B2B stockists and ecommerce revenues was pretty helpful in taking us to the next stage in the business and learning about marketing effect in different areas.”

Founders

Unique & Unity

Teylu Insight

“Working with the team at Unique and Unity taught us a lot about the homewares business that I personally found very interesting. As the brand pre-covid was doing much higher turnover through wholesale to the likes of John Lewis, we had to suddenly devise strategies to compete with those brands selling direct. We managed to get the brand and product lines in front of several key audience demographics from a B2C and B2B standpoint and impact sales positively delivering a return for the team.”

Sam Shrimpton

Founder, Teylu and Partners