Retail Marketing Success: Webmart’s Strategy for Hampton McMurray

Client

Hampton & McMurray

Services

Data

Digital

Mail

Sectors

Retail

Hampton McMurray print marketing brochure image, supplied by full-service marketing agency, Webmart

Overview

Hampton McMurray and its sister store Hunter Furnishing are long-established furniture retailers in Scotland. They were investing heavily in retail marketing but lacked clarity on their campaigns’ performance. With no actionable insights or measurable results, they turned to Webmart for a clearer marketing strategy.

Webmart’s detailed analysis revealed what was working, what wasn’t, and where budget adjustments could deliver the biggest impact. By creating a multichannel strategy with ongoing ROI measurement, Webmart equipped Hampton McMurray with the tools and insights needed to drive growth, increase footfall, and optimise their marketing spend.

The Challenge

Since 1952, Hampton McMurray and Hunters have been known for high-quality furniture and exceptional service. But for the past seven years, their retail marketing strategy just wasn’t hitting the mark:

Ineffective Budget Allocation: Marketing spend was spread across press ads, inserts, and PPC, but results were unclear.
Lack of Footfall Insight: Campaigns weren’t driving the foot traffic to stores that they wanted.
Undefined Strategy: Ad hoc campaigns lacked clear calls to action, targeting, or a follow-up plan.

Webmart’s multichannel marketing pros stepped in to address these issues and provide a roadmap for measurable growth.

The Solution

Webmart’s retail marketing experts conducted a thorough audit of Hampton McMurray’s historic campaigns and developed a forward-thinking strategy:

1. Historical Campaign Analysis:

Evaluated costs, campaign effectiveness, and existing data to create a baseline.

Analysed customer acquisition costs (CPA), online analytics, and targeting strategies to identify strengths and weaknesses.

2. Strategic Insights:

A tenfold CPA difference between stores.
Lack of effective messaging in high-footfall areas.
Weak calls to action and untargeted spending.
No follow-up or results measurement, resulting in stagnant growth.

3. Multichannel Marketing Plan:

Webmart implemented a data-driven strategy optimising the following channels:

Out of Home (OOH): High-visibility ads in strategic locations.
Social Media and PPC Advertising: Precision targeting to engage profitable customers.
Press and Media Inserts: Refined messaging to drive action.
Personalised Print Campaigns: Including targeted brochures and door drops.
On-Store and In-Store Messaging: Improved customer engagement at key locations.
Data Enhancement: Enriched targeting to maximise impact.

4. Clear Metrics and ROI Measurement:

For every channel, Webmart provided analytics on:

Customer acquisition costs.
Footfall impact.
Customer re-engagement and acquisition.

The Results

Webmart’s retail marketing strategy delivered measurable improvements for Hampton McMurray:

Increased footfall

Carefully crafted creative and calls to action attracted high-value customers to stores.

Enhanced budget

Insights from ROI metrics enabled more efficient spending.

ongoing process

A continuous optimisation process ensures future campaigns drive even greater results.

Looking Ahead

Webmart’s partnership with Hampton McMurray and Hunters is a prime example of how retail marketing can deliver some pretty exceptional results. All you need is a great backup team of data strategists and marketing experts! If you’re looking to optimise your campaigns and drive measurable growth, contact us today.