Digital marketing investment fuels sales boom for Conservatory Outlet

Home improvement supplier, Conservatory Outlet, has launched on an £100,000 digital marketing drive to help its UK-wide network of retailers enjoy a strong 2022. The Wakefield-based business is working with DigitalKOG to develop lead-generation-focused websites, tailored to all 27 retailers, that exclusively sell their conservatories, extensions, doors, windows and orangeries.

The sites are to feature enhanced product collections, improved navigation and a clearer insight into company values, including what makes them different, quality standards, manufacturing processes and guides. Each site will also have a dedicated ‘careers’ section, to assist the sector in overcoming the significant recruitment issues it is facing.

“The pandemic has really highlighted how important digital marketing can be to our business, with more than a third of our £28m sales generated through email or website enquiries for our network,” explained Karen Clough, marketing director of Conservatory Outlet. “Last year, our collaboration with DigitalKOG and our retailers generated over 46,500 enquiries, a 7% rise on 2020 and a massive 150% increase on 2019.

“Website hits also registered 1.8mn for the first time in our history, as more consumers decided to spend their time and disposable income on improving their homes. Interestingly, and proving that people still crave human interaction (especially during Covid-19), over 73,035 potential sales calls were received, whilst showroom visits were also significantly up.”

Karen continued: “You can’t stand still in our industry. We wanted to build on 2021’s momentum by investing £100,000 into our next digital marketing campaign. This will create new websites for all 27 firms in our network, and we’re also facilitating a major marketing event in Manchester in February to develop strategies for the next 12 months.”

Karen went on to add: “We firmly believe that leads are best generated directly and exclusively for our individual customers, as opposed to being passed on from a central source. It’s all about building strong brands that make an impact in their own right.

“The past two years have taught people that their homes are more important than ever, and for that reason they’re willing to spend on improving them. We believe this trend will continue. Although the industry has been hit with multiple significant price increases and extended lead times, people are still very willing to purchase… it’s all about buying from the right company, so trust and service are very important.”