A New E-Commerce Strategy for Singer

Singer Sri Lanka PLC, a well-established white goods retail brand in Sri Lanka, presented Wavemaker Sri Lanka with a challenge to improve their current e-commerce strategy which has been implemented to drive sales.

The current set up was to bring in more traffic to the website than drive in conversions; though the traffic compared to its competitors are high, the actual sales numbers were less. The company launched a newly revamped responsive website https://www.singersl.com/ and our goal was to improve the sales and conversions.

When analysing websites of Singer’s competitor, it was identified that the user experience provided was comparatively better. Which led Singer to revamp their online platform. Having a good design that enables the users to navigate easily on the site was a significant part of the strategy. However, to drive conversions from the website, Singer was also required to implement a unique strategy to capture each touch-point of the consumer’s journey on the platform. After analysing user behaviour on the site, the changes that were needed were quite evident.

The strategy was two-part; one was to announce the launch of the new website, the other was to convert the visitors to make purchases on the site.

To communicate the message of Singer Sri Lanka PLC is back with a new look and better UX, Facebook and Instagram were used as the main platforms. As a part of the strategy, Remarketing Ads were run to the database of past website visitors. A broader audience was created using facebook’s look-a-like audience model.

For 3 consecutive days several ads aggressively retargeting a selected audience were implemented. Thus ensuring that the intent of the visitors to the website was to convert into a sale at the end of the journey