Founded in 1898, Rapport London is one of the UK’s leading luxury leather goods manufacturers specialising in watch and jewellery accessories. Rapport is still owned and run by the Rapport family, 124 years after its establishment and as such, the brand is stooped in heritage and legacy. Over the years, Rapport has established a reputable international wholesale business and partnerships with an array of premium marketplaces including Farfetch and Mr Porter.
Rapport’s online business, on the other hand, was falling short. They had experienced years of slow growth and struggled to expand into desirable territories such as the USA and the Middle East. Rapport came to 303 with a brief of guiding them through a digital marketing transformation, developing an international e-commerce solution and developing strategies that would acquire customers at an aggressive rate. They set us the target of 50% online revenue growth year-on-year. There were also a number of small deliverables, more related to brand and awareness growth.
Year on Year Revenue Increase
Year on Year USA Revenue Growth
First and foremost, the project commenced to discover the most suitable e-commerce platform to bring Rapport in line with competitors and facilitate the ambitious targets that they had set us. They had an extensive list of requirements, principally related to multi-currency and language functionality, stock management and shipping. After extensive scoping and research, 303 consulted on the design and build of a Shopify Plus site, ensuring the user experience and front end design was sufficiently premium for Rapport’s customers to engage with. Meanwhile the backend was designed in close collaboration with Shopify to ensure Rapport’s international requirements were met.
Once the website was established and tested, 303 worked to begin aggressively acquiring customers in the UK and Europe. We developed an acquisition strategy that comprised paid social advertising, PPC and email marketing. Through extensive audience research and development, targeting UHNWI and watch lovers, 303 set about building brand awareness and driving traffic to the new Rapport website.
After awareness was raised and traffic to the site had dramatically increased, we utilised both prospecting and remarketing campaigns to convert customers. We stuck closely to a return on investment of 3:1 every month, which dictated our media spend decisions.
Once we had gained significant momentum in the UK and Europe, Rapport tasked us with turning our attention to the USA. We developed a strategy that leveraged data enriched audiences from our existing activity and triangulated this with our knowledge of the American luxury market and extensive geo-targeting. We localised creative assets and copy and sent traffic to their US store, where they were able to transact in US Dollars. The activity was incredibly successful and resulted in rapid growth of over 240% year-on-year.
Almost 2 years on from initially commencing our acquisition work for Rapport, the online business has grown by over 220%.
While the acquisition work was being conducted, a secondary brief from Rapport was set to celebrate the incredible craftsmanship of their British-made products, through stunning creative across their owned channels. We sought to partner Rapport products with high-end watches and jewellery, as well as other products that their audience were likely to engage with; such as classic cars, luxury hotels and property. We put together and owned media strategy which provided value for Rapport customers and gave people a clear reason to follow the Rapport social accounts and sign up to their newsletter.
All of the content that has been created has been strategically planned with a clear objective in mind. Productions have ranged from basic e-commerce shoots for the website and remarketing ads, all the way through to large scale productions for Christmas campaigns.
The creative assets that have been made for Rapport have resulted in millions of views, hundreds of thousands of engagements and have been a catalyst for the revenue growth.
What is impressive about 303 is their commitment to our brand. Their ideas & advice are granular and creative so that we can make very actionable and measurable decisions.