£600k Furniture Brand is Struggling Post-Covid and Needs Help


Aaron Rudman-Hawkins
Aaron Rudman-Hawkins is a dynamic digital marketing expert and a driving force behind The Evergreen Agency's success. With a passion for technology and a deep understanding of the ever-evolving digital landscape, Aaron has become a trusted name in the industry.
Read Aaron's bio hereAaron sat down for our first in-person pod with Amy from Field and Hawken, an online retailer of home and garden furniture.
Her business was booming in the pandemic but now needs serious marketing help!
Business overview
- Field and Hawken sells sustainable home and garden furniture, focusing on teak and indoor/outdoor living products.
- The business started in 2010, primarily on Amazon, before launching their own website in 2013.
- Current annual revenue is around £600,000, down from over £1 million during the pandemic peak.
Marketing challenges and solutions
Over-reliance on Google Ads
- 60-70% of their website sales come from Google Ads, with a total ad spend of around £70,000 per year.
- They should be focusing on fewer, more targeted campaigns instead of spreading budget across 12-15 campaigns.
- Prioritise best-selling products and categories (e.g., sun lounger cushions).
- Implement feed-only Performance Max campaigns for shopping-focused results.
- Regularly analyse product performance to optimise campaigns.
Underutilising customer data
- Limited use of existing customer data for retention and remarketing.
- Increase email marketing frequency to at least twice monthly.
- Upload customer lists to Google and Meta for retargeting campaigns.
- Implement an Advantage Plus campaign on Meta to leverage customer data.
- Focus on data capture and retention strategies to maximise the value of existing customers.
Balancing multiple responsibilities
- Managing marketing in-house while running the business leads to time constraints and suboptimal campaign management.
- Consider outsourcing or hiring specialised help for digital marketing.
- Prioritise tasks based on potential impact and ROI.
- Continuously educate yourself on platform changes and best practices.
Key takeaways
To optimise your ecommerce business, start by focusing on your core products and simplifying your campaign structure. Identify your best-selling items and allocate more of your ad budget to these categories, while reducing the number of campaigns you’re running to allow for better algorithm learning.
By implementing these strategies, ecommerce businesses like Field and Hawken can optimise their marketing efforts, reduce reliance on a single channel, and build a more sustainable growth model.
Remember, the key to success is continuous learning, testing, and adaptation. As the digital landscape evolves, stay informed about platform changes and be willing to adjust your strategies accordingly.
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