Back in 2001, Cloggs were a small independent shoe store based in Birmingham who were starting to realise the potential of the newly emerging online market.
As retailing shoes online was an untapped market, founder Chris Thomas decided to leave his job as an accountant to become a digital entrepreneur and tackle the challenge of becoming the biggest online shoe retailer.
- Become the UK’s biggest shoe retailer onlone.
- Develop a collection of the best known high street brands.
- Gain a reputation for Best Practise Digital Marketing.
- Be known as digital innovators.
The Plan of Action
As the digital world didn’t yet offer the local labour market or agency choice that we have today, Cloggs had to learn all of the techniques from scratch. Meaning that the principles of becoming a successful online presence were created and internalised during the early 00s and have since formed the backbone of our consultancy here at Digital Cake. Our PACT principles are still a powerful tool in helping retailers understand the elements required to make your business sustainable and successful online.
Whilst there were many elements and core skills that were required over time, the root of creating lasting results was in adopting a holistic approach to all sources of online traffic, which reinforced our ongoing ability to drive sustainable and valuable traffic. Not only is it important to deploy well researched and disciplined SEO strategies, but this must be supported by paid search, social media and affiliate marketing.
We consistently ranked in the top 3 positions organically for a large percentage of target keywords, fending off competition from large retailers such as Schuh, Office and John Lewis.
Over a 15 year period Cloggs.co.uk became an established multi-award brand, selling some of the best known footwear brands on the planet, and in 2013 was acquired by JD Sports plc.
Our journey with Cloggs directly informed the Digital Cake methodology, which is driven by helping businesses get started online and grow sustainably. Unlike most other agencies, we have lived and breathed the frontline of ecommerce from the start!