In the fast-evolving world of e-commerce, [digital marketing strategies](how-marine-layer-scaled-their-brand.html) can make or break a business. For Wilkinson Sword, a centuries-old brand, adapting to the digital landscape was crucial. This article delves into Wilkinson Sword UK's successful digital marketing transition that revitalized its market presence and fueled growth.
Founded in 1772, Wilkinson Sword has a long history of producing cutting-edge products, ranging from actual swords to modern razors. Despite its historical roots, the brand recognized the need for innovation to stay relevant. More on their rich history can be found on Country Knives' Brand History.
Embarking on a digital journey required Wilkinson Sword to evaluate and adapt their existing strategies. Key to this transformation was understanding how to leverage digital platforms to maintain and grow their consumer base in a competitive market.
Wilkinson Sword's strategic use of email marketing played a central role in its digital transformation. Using Klaviyo, they created personalized email sequences that resulted in a 67% revenue contribution from emails alone (Klaviyo Case Study). This effort included segmented campaigns, welcome series, and personalized messages which often incorporated consumer interaction data, bolstering engagement significantly.
To enhance their digital capabilities, Wilkinson Sword migrated their websites from WooCommerce to Shopify Plus. This move provided more flexibility and control over website content and updates. Shopify Plus also allowed Wilkinson Sword to set up separate stores for individual markets like the UK, France, and Germany (Swanky Case Study).
Crafting a personalized customer journey was pivotal. Wilkinson Sword employed data-driven personalization strategies to improve conversion rates across their platform. They achieved this through tailored content and recommendations based on customer interaction with their online store (Klaviyo Case Study).
Wilkinson Sword's digital campaigns have been both creative and impactful. One such example is their “Just Add Water” campaign for the Intuition razor at Westfield London, which featured large, interactive billboard installations. This creative use of out-of-home (OOH) advertising effectively showcased product innovation and captured consumer attention both on-ground and across digital channels (The Drum Case Study).
Wilkinson Sword's SEO strategy involved migrating multiple international sites into a master structure. This consolidation under one domain not only improved the user experience but also enhanced their search visibility significantly. With the help of Distinctly, their SEO migration doubled the visibility in both the UK and Germany, capturing vital search engine presence (Distinctly Case Study).
In recent years, Wilkinson Sword has also focused on sustainability and product innovation. Their Hydro range, for instance, uses recyclable materials, helping to reduce plastic waste. Such initiatives are part of Wilkinson Sword's broader strategy to align with environmentally-conscious consumer values (Wrightboxes Case Study).
Wilkinson Sword UK's digital marketing success illustrates the power of combining tradition with innovation. By embracing digital transformation, they reinforced their market position and built a foundation for future growth. For e-commerce businesses, Wilkinson Sword's journey offers insights into effectively leveraging digital marketing to stay ahead in a competitive landscape. As they continue to evolve, we can anticipate even more innovative strategies to emerge from their playbook.