Ter Horst van Geel: successful growth through strategic online marketing and technical optimizations.
About Ter Horst of Geel
For 65 years, Ter Horst van Geel has been a fashion retailer with branches in both Brabant and Gelderland. With ten physical stores and an extensive webshop, they sell more than seventy brands such as Fabienne Chapot, Geisha, Nukus, Vero Moda and Expresso. In the stores, Ter Horst van Geel is fully committed to an inspiring customer experience with fashion advice and entertaining events. In the online store, they offer extensive product information, including an account of the ecological footprint of the items.
Challenge
Tomahawk was engaged in 2019 to work with Ter Horst van Geel to grow the online store. This involved several challenges. Ter Horst van Geel and Tomahawk had the ambition to roll out an advertising strategy in Google Ads. This was extended to Google Shopping, Social Media marketing and Microsoft (Bing) Ads.
In addition, Ter Horst van Geel switched to Magento 2, with Tomahawk keeping an eye on whether all links and redirects on the site remained intact. With this transition came an additional challenge: ranking within Google had to be maintained as much as possible during this change.
Finally, Ter Horst van Geel wanted to reach as many people in the target audience as possible while maintaining a fixed ROAS. For this, Tomahawk provided strategic advice and contributed to implementation.
Action
By applying Search Engine Advertising (SEA), we were able to increase online visibility in Google's search results. In this strategy, we also included Performance Max campaigns. We also included temporary large discount offers in Google, Meta and Bing. By cleverly aligning our budgets and goals, we reached as many people as possible with these promotions.
By focusing on Search Engine Optimization (SEO) after the Magento migration, Tomahawk maintained its ranking within Google. To meet the desire to better reach the target audience, we created a YouTube campaign and went to work on link building.
Result
The number of orders increased by 65% in the first year of cooperation. During the migration to Magento 2 in 2021, the damage was limited; the decline in orders was only 2%. Last year (April 2022-May 2023), sales were 109% higher compared to the years before Ter Horst van Geel was a Tomahawk customer. Ter Horst van Geel's goal is to grow 25% each year in the coming years. We are currently on track to achieve that ambition. Ter Horst van Geel's reputation has grown in the Netherlands. Many new, returning customers of the webshop also know how to find the physical stores.
Response Ter Horst of Yellow
"Through a mutual contact we were introduced to Tomahawk. After a good conversation we were enthusiastic and started a cooperation. What makes Tomahawk distinctive is that they keep us well informed about the results of campaigns. In addition, they know what they are talking about; there is always someone within the team who can answer our questions. In short: it is a good collaboration with short lines. We are kept informed about current campaigns and the latest developments in the ad market. In addition, it's always fun, keep it up!"
- Lotte van de Wijdeven, Marketing & Communications Ter Horst Van Geel
Response Tomahawk
"Ter Horst van Geel is a unique customer: where we focus primarily on the web shops, Ter Horst van Geel also has ten physical stores in the region. The interaction between the online and offline stores provided us with many new insights. For example, we saw that customers who saw our campaigns online subsequently visited the physical store. Where we managed to reach customers from outside the region online, we were also able to contribute to brand recognition for customers in the region. We noticed that they trust our advice at Ter Horst van Geel, also when it comes to subjects other than online advertising. For example, we were also allowed to help them think about strategy. What helps here is that Ter Horst van Geel has a lot of product knowledge and knows exactly which brands and items sell well. Because their target group is sharply defined, they maintain a clear focus. And when you have both physical and online stores, that's a nice bonus."
- Monika, SEA & Social Media Marketer