Fusion appointed by Scotts & Co

Fusion Unlimited is delighted to announce its appointment by Scotts & Co, the owners of the nationwide multi-channel retail businesses Scotts of Stow, Bloom and SkimGuard.

Scotts & Co has been a market leader in mail order trading for many years. The group sought to match its offline success with its online performance and work with a specialist agency to develop a comprehensive multi-channel strategy and best-in-class CRM program.

Scotts invited Fusion to pitch, where our paid performance team quickly demonstrated its expertise in the field. We were appointed to begin our work soon after.

‘After meeting with many providers, Fusion Unlimited were quickly identified as the partner to develop our PPC channels’, said Scotts’ Digital Marketing Manager Barry Kirley.

‘They were quick to understand our requirements and need to maintain a suitable return on advertising spend while expanding and nurturing our existing campaigns’.

Mark Curtis, Fusion’s Managing Director, said: ‘Scotts & Co is a national leader in mail order retail, and we are delighted to be working with them to grow their online marketing channels’.

‘The Fusion team pride ourselves on our meticulous approach to meeting performance targets, and our proven track record of working with many of the UK’s best-known brands. Scotts is a great match for our team’s reputation as experts in multi-channel retail’.

Fusion Unlimited is a specialist digital agency, with over twenty years’ experience of working with many of the UK’s biggest household names.

Halfords Acclaimed for Super Summer

Whilst the intermittent wet weather of the last two weeks seems set to bring the British summertime to a close, we’ve recently been delighted to see the wide acclaim received by our client Halfords for their exceptional performance throughout the summer, making headlines in leading publications such as Internet Retailing and The Telegraph.

Halfords’ strategy focused on the on-trend phenomenon of staycations. Growing numbers of British families are swapping ten-hour flights for fish ‘n chips and pitching their tents a little closer to home. As one of the UK’s leading suppliers of holiday-making must-haves like sleeping bags, tents, bikes and roof-racks, it was essential for Halfords’ voice to be at the heart of the conversation.

In collaboration with Halfords’ internal teams, we implemented a cross-channel strategy to bring Halfords’ vision to life. With the objective of maintaining and increasing Halfords’ visibility for the camping category, we sought to create compelling content to drive organic visibility and secure coverage with major publications and features on high-quality lifestyle blogs. Production of an interactive camping guide whilst working alongside influencers to produce unique stories and advice helped Halfords increase SoV by 3.86% with over 50 pieces of coverage. Additionally, we supported staycation-specific products with promotional PPC ad copy to harness intent driven by the wider content strategy. Granular Shopping structure allowed dynamic support of key products during peak periods.

Image of Halfords' camping guide by Fusion Unlimited
A snap from our work on the guide! (Halfords)

Revenue-wise, our combined activity provided the brand with a summer to remember. In comparison to the first twenty weeks of the last financial year, total sales rose by 11.2%, revenue from retail services (such as bike repairs and car -part fitting) increased by 18.3%, and overall revenue went up by 4.8%.

Another significant action by the brand was their perfecting of their in-store collection services. 85% of all digital orders are now picked up in Halfords stores, which is important for a brand who specialise in items difficult to ship. The availability enables customers to enjoy the benefits of easy online purchasing whilst minimising the hassle of delivery.

It’s always great to see our clients gain the recognition their efforts deserve, and we’re excited to how our brands’ successes will be received in the future!

Interested in how we can help your brand flourish online? Explore our range of digital services.

Fusion Win Retail Marketing Campaign of the Year

We are very proud to announce that Fusion Unlimited & Halfords have been awarded Retail Marketing Campaign of the Year at this September’s Online Retail Awards.

The special recognition award highlights our combined efforts with Halfords across PPC, SEO, affiliates and content marketing, with Fusion Unlimited coming ahead of competitors across the online retail sectors.

The Online Retail Awards aims to show the achievements of online retailers and digital agencies regardless of size, with international and independent business nominated in the same space. The awards highlight websites that are “the embodiment of excellence for their customers”, seeking out “examples of retailers’ web, mobile and tablet strategies that offer great online shopping experiences for customers”.

We’ve helped deliver best-in-class digital strategies alongside Halfords for more than 10 years and it’s always rewarding to be recognised for our performance orientated approach.

Following our accreditation as an ‘Elite’ agency in this years’ Drum Independent Agency Census , 2016 is proving to be a great year for the team and our clients.