A made-to-measure plan for global growth
TCMM Shutter Group is a global supplier of indoor window shutters with key markets in the UK and USA. True has been TCMM’s digital partner for over 5 years, delivering brand building shopping experiences and results driven marketing campaigns that are continually optimised to improve return on investment.
Our partnership and the business continue to go from strength to strength, now supplying shutters to a number of national retailers and with more online innovations in the pipeline.
Our first meeting with TCMM took place at Heathrow Airport – an apt location for a business preparing to take off. Our challenge began with search, and the ambition to dominate global search rankings. Within days, we successfully migrated all of TCMM’s sites from a failing SEO incumbent and began managing all of their shutter websites worldwide.
As search is only one element in the path to purchase for shutter buyers, we quickly turned our attention to improving the whole shopping experience. Our solution had to consider different regional markets, languages, tax and shipping models and find a way to make a complex product configuration simple and persuasive.
We defined a scalable web platform solution using Kentico – initially launching the California Shutters brand and adding the other brands to the platform over time.
This incorporated a single product database with one content management system, a shared product configurator, checkout and order system and live chat integration. Products can be added seamlessly and pricing updated instantaneously.
We added a back-office admin system allowing the easy processing of orders, and built an automated system to transfer orders directly to suppliers. With a best in class shopping platform in place, we then collected data on search visibility for target keywords across all TCMM sites and created a masterplan to fill the organic results for page 1 on Google and defined a broader marketing plan.
We gave each brand a coherent visual identity and created rich content, including video guides on measuring and installing to help discoverability and support customers throughout the buying journey.
For inspiration, clever use of animation helped us showcase the effect shutters have on the light in your home and a custom built configurator encourages people to play with their shutter options, trying out different styles, colours and finishes.
In support of the whole customer journey, we also created direct response ads for home interest magazines, sales and offer emails, social media assets, direct mail packs to send our shutter samples and display stands with ipad demos for retail partners including B&Q and Furniture Village.
The combined impact of our website solution and media work has been transformational. Sales have more than trebled, and TCMM now dominate the top 10 search terms for shutters. TCMM are the undisputed world leader in shutter sales.
The guys at True know the shutter market as well as we do – maybe even better! They deliver great results for us, worldwide. Murray Clark, Owner TCMM Shutter Group