C R E AT I V E E N D -T O - E N D S O L U T I O N S F O R R E TA I L E R S
THE WHOLE IS GREATER THAN THE SUM OF ITS PARTS. aristotle
To us, Aristotle’s words couldn’t be more relevant. Our approach to ecommerce is like no other, seamlessly combining all our services to deliver our clients something genuinely unique — truly end-to-end retail solutions. At Red Hot Penny, we bring together: Consultancy + Digital Marketing + Creative + Technology + Platform + Logistics We call this holistic approach Connected Commerce.
ABOUT US
Originally founded as a technology solutions company specialising in ecommerce, Red Hot Penny relaunched in 2014 with backing from the multi-million dollar global logistics company SEKO. Our new goal is very clear — to offer clients a truly end-to-end retail experience, free of operational barriers and limitations, to grow their businesses as efficiently as possible. Our innovation excellence is matched only by our technical and creative expertise. We create high-performance online experiences for our distinguished retail clients. We enable retailers to achieve their true business potential with our versatile, broad-ranging agency services, worldwide logistical reach, infrastructure and platform solutions.
O U R S E RV I C E S
B U S I N E S S C O N S U LTA N C Y Leveraging our compelling ecommerce and retail pedigree, our teams develop individual strategies that cut through the noise to drive creative, technical and business analysis and deliver game-changing results. With access to cuttingedge analytics and detailed consumer buying patterns, we provide our clients with a rounded view of their businesses, identifying operational challenges, creative development, marketing activities and technology solutions. Our consultants completely immerse themselves in a client’s company and culture. This begins our thorough analysis of each business’ current positioning and ecommerce strategy, pinpointing changes we can make that will drive growth. Then we work with the client to action these in the longer term. Whether a company is looking to optimise its social media strategy, or requires a detailed business analysis document, our team of specialists is here to help.
D I G I TA L M A R K E T I N G The digital marketing experts on our growing team work closely with clients to improve return on investment and increase online sales. With a clear focus on cutting through the noise to position clients’ businesses at the forefront of their audiences’ minds, we address all the important elements of successful and powerful marketing strategy, creating strong and distinctive online profiles. We love to bring our clients’ online businesses to life, and digital PR is one of the ways we help them secure the best possible brand exposure. Drawing on our vast network of media contacts, we help brands identify the best platforms and communicate through them to secure social and traditional media coverage. This powerfully strengthens brand awareness and improves our clients’ rankings. One of the most technical and fast-moving pillars of digital is search marketing. Our SEO and PPC specialists are constantly refreshing their expertise so that we continue to help our clients stay ahead of their competitors. We identify the profitable search terms that will achieve long-term goals, as well as short-term wins. When it comes to digital marketing, we work together to deliver a flawless finished product, and characterful content that a business’s customers want to engage with.
SEO
Social Media
Product Launches
Pay-Per-Click
Content Writing
Affiliate Marketing
Retargeting
Digital PR
Conversion Optimisation
O U R S E RV I C E S
C R E AT I V E D I R E C T I O N We make it our mission to ensure every word, image and pixel are perfect. Our executions encapsulate the essence of a client’s business to successfully deliver their brand message and enhance commercial performance. Our dedicated art directors and designers work closely with each client to develop their brand strategy and evolve their ideas into cohesive creative solutions that align and advance brand visions. By focusing on every individual detail, large and small, we provide seamless user experiences that drive commercial impact for a client’s brand and customers. First impressions are everything when shopping online. So our approach is to create designs that extend a business’s digital landscape, are intuitive to use and are perfectly aligned with their objectives. Whether it’s through a responsive website or email design, or help with brand development and positioning, we give customers compelling reasons to interact with our clients.
T E C H N O LO GY S O L U T I O N S We don’t just do ecommerce. We also specialise in bespoke technical development that streamlines business processes and operational overheads. We have many client relationships that span decades, and we know how to collaborate in ways that don’t just bring businesses quick results but also build an optimised long-term future. Should problems arise, we stand ready to quickly identify and implement effective and reliable performance-driven solutions. Whether it’s a software challenge or an ecommerce development issue, we’ll make sure a client’s business stays running. Our technical teams create world-class software solutions that drive performance, deliver results and improve efficiencies, providing the best support for their goals, both today and as a company’s business grows.
O U R S E RV I C E S
E C O M M E R C E P L AT F O R M We have brought together our extensive technical excellence and industry experience to create an ecommerce platform we call Metacommerce. Metacommerce comes pre-integrated with our global logistics partner SEKO’s 360 warehouse management system, so whatever our client’s ecommerce needs, as a group we are ready to react with quick-to-market solutions. We know that no two businesses are the same, and that no company’s precise requirements can be completely met by a single pre-existing platform - that’s why we customise our platform to meet each client’s exact needs at launch and beyond. Built using a single .NET code base, it also enables our clients to integrate with third parties with ease, and grow with their platform rather than against it. We will never offer a client an off-the-shelf ‘plug-in’ of unknown quality, written by somebody they’ve never met. We pride ourselves on knowing our code base inside out, and will work with a client to deliver what they want, when they want it, without compromise. With advanced product management capabilities, SEO and marketing tools, customer management features, flexible CMS structure and optimised and customisable checkouts, our ecommerce platform lets businesses simplify the management of their online stores while delivering a seamless customer experience. Open and transparent, our platform features a clear roadmap of all future releases and upgrades, and we complement this with on going dedicated services support, ready to guide each client through any detail of the process at any time.
G LO B A L LO G I S T I C S In 2014, Red Hot Penny joined forces with global fulfilment provider SEKO. This logistics partnership has realised our ambition of bringing our clients a truly end-to-end service. And with over 120 locations in 40 countries worldwide, we can now deliver integrated supply chain solutions to reach anyone, anywhere, at any time. Our ecommerce platform comes pre-integrated with SEKO’s 360 warehouse management system, so we can eliminate the long business delays often associated with ecommerce fulfilment. Adding this to SEKO’s quick-to-launch logistics strategy, we can dramatically reduce the time it takes to launch into new and existing markets. With a global supply network based in the US, Europe, Asia and Australia, we can bring a client closer to consumers in other markets with increased fulfilment speed across all regions. This seamless service truly fulfils the promise of omni-channel retailing, enabling a company to deliver a consistent brand experience to consumers, regardless of sales channel or location. With warehouses in every continent, SEKO links them all in one unified logistics system that’s ready to transport freight anywhere and via any distribution channel Clients: Lulu Guinness
Muubaa
Cath Kidston
Kellogg’s
White Stuff
Agent Provocateur
Reiss
Jack Wills
Charles Tyrwhitt
CASE STUDIES
LOW E P R O ECOMMERCE AND CONTENT C R E AT I O N O N A G LO B A L S C A L E BRIEF Founded in the 1960s by Greg Lowe in his garage in Colorado, Lowepro has become one of the world’s leading photography equipment brands. Lowepro tasked us with creating a website to build its UK brand profile, while also giving customers the option to buy directly. Since then, we have been asked to develop and launch French and German versions of Lowepro.co.uk, including translating content, and to write English, French and German content for Lowepro’s Amazon+ store.
SOLUTION While we created the Lowepro UK ecommerce website incorporating strong brand alignment with the company’s other global websites, the new site gained significant benefits from running on our own ecommerce platform Metacommerce. In all we built sites for three territories, each customised in language to its geographic audience.
RESULTS Lowepro judged the initial website project a success, subsequently commissioning the development of sites for both France and Germany. Client feedback also showed the company was extremely pleased with both our ecommerce platform and the high quality of the writing we provided for the Amazon+ content and localised sites.
As the first major localisation project for Lowepro it was really important that we used a vendor who understood the complications of integrating a UK website into the larger business from both a marketing and logistical perspective. Everyone at Lowepro has been impressed with the service and the intuitiveness of the systems we have been introduced to. Natalie Littlehales, Digital & Ecommerce Marketing Manager, Lowepro
The entire team at Red Hot Penny has shown commitment and responsiveness. They have worked closely with me on a daily basis and I felt I had their constant attention. I was comfortable trusting them with communicating my brand through our new website and the digital marketing team has been very supportive. I would not hesitate to recommend Red Hot Penny. Shelley Tichborne, Founder, mou
CASE STUDIES
MOU A FULL RESPONSIVE E CO M M E R C E S O L U T I O N BRIEF Founded in London in 2002, mou is the internationally recognised label for handcrafted shoes and accessories in the luxury market. Sold in stores worldwide and online at destinations such as Net-a-Porter, mou approached us to deliver a truly end-to-end solution for the business, encompassing the design and build of a new responsive ecommerce website and platform, plus digital marketing and logistics.
SOLUTION We revitalised mou’s entire online profile with a new responsive website, increasing mobile conversions. The site operates through our Metacommerce platform, whose integration with SEKO’s 360 WMS immediately revolutionised mou’s logistical power and reach. We supported these operational changes with a carefully designed suite of digital marketing services ranging from the most up-to-date SEO insights to positive media exposure through our trusted relationships with influential bloggers.
RESULTS Our holistic, end-to-end solution meant we were able to work with mou across all of its operations, enabling us to drive impact and streamline the entire business model. The new site has enjoyed significantly more visitors and conversions.
CASE STUDIES
L I P SY MAXIMISING CONVERSIONS W I T H D I G I TA L M A R K E T I N G BRIEF Lipsy began trading as a wholesale fashion brand in London in 1988, later opening concessions in department stores. Launched in 2006, Lipsy.com has become a favourite UK online fashion destination and was acquired by retail giant Next in 2008. The brand engaged us to provide strategic digital marketing services.
SOLUTION We evaluated Lipsy’s paid and organic online marketing performance, then implemented strategies to drive site-wide ecommerce sales, increase conversion rates and grow return on investment. Our search marketing specialists also conducted a detailed SEO audit to analyse the website’s performance, and we developed search activities including PPC, SEO and retargeting.
RESULTS Members of Lipsy’s digital team are benefitting from regular training sessions while our search team has become a highly valued extension to Lipsy’s in-house resources. Working on a consultancy basis, our social team has made successful recommendations to increase the brand’s social following, for example adopting the new Like2Buy service.
+28%
Overall PPC revenue increase by 75%
ROI increase for brand PPC
Brand CPC reduced by half
With Lipsy’s new responsive website, we are prepared to develop our digital marketing strategy further. Red Hot Penny and their digital team were a clear choice due to their understanding of the brief, their impressive out of the box thinking and their ability to easily recommend tools and creative ideas. Nicola Casey, Head of Ecommerce, Lipsy
CASE STUDIES
LARSSON & JENNINGS R E VO LU T I O N I S I N G R O I T H R O U G H D I G I TA L S T R AT E GY BRIEF
SOLUTION
Larsson & Jennings creates contemporary
Following a collaborative consultancy
watches that draw design inspiration
process, we defined and are currently
from the brand’s twin roots in Stockholm
implementing a phased digital roadmap
and London. Already enjoying impressive
to develop the brand’s online performance.
business growth, the company asked us to
Our areas of focus include SEO, digital
optimise its ecommerce operations.
consultancy, pay-per-click marketing, retargeting, email marketing and social media strategy planning.
RESULTS Results so far have been extremely positive, achieving a more than 20-fold overall increase in return on investment from retargeting, while pay-per-click marketing is delivering a 19-fold overall return.
We have been working with Red Hot Penny since mid-2014 on our digital marketing strategy and execution, specifically around SEO, PPC and re-targeting. We have found them a pleasure to work with and they have driven some great results for the business. They have great knowledge and good leadership. Freddie Wyatt, Creative & Ecommerce Director, Larsson & Jennings
+20%
Revenue increase of 103% YoY
Increase in ROI
Initiated growth in 5+ countries
OUR CLIENTS
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