Fashion retailer in 46 countries
Bestseller is a Danish multinational fashion retailer with multiple brands that include Jack & Jones, Name It, Only, Outfitters Nation, Pieces, Selected and Vero Moda. The company designs clothing for young women and men, teenagers and children, and sells its products in Europe, Asia, the Middle East and Canada through more than 2,500 chain and 12,000 multi-brand stores. Our task was to set up Google Analytics for their new website, which consisted of 10 country subdomains, each with 7 brands that shared a single multi-currency shopping cart. This was expected to be very complex because of the cross country and cross brand reporting requirements, multiple currencies and multiple time zones that are important for AdWords scheduling.
After being approached by Bestseller to recommend a tagging strategy for the new website, we suggested they set up one analytics account per country sub-domain. The big advantage of this structure is that it allows each country site to maintain its local data, such as currency and time zone, and also facilitates country specific AdWords accounts.
Profiles were developed for each brand so that brand managers were able to create segments, customise goals and write reports that were specific to their brands. A global profile, which contained data for all of the brands, was created so that Bestseller could see the whole customer journey, as well as cross-selling activity amongst the different brands. WBS set up the analytics accounts by using best practice methods to create backup profiles and specify regional time zones, currencies, default pages, etc. We then implemented internal site search and e-commerce tracking, and established purchase and sign-up goals for customer journeys for each brand.
Visitors to the Bestseller website can now purchase multiple brands in one transaction by using a common shopping cart. The brand managers are able to access country reports and so are in a position to evaluate the effectiveness of digital marketing campaigns, including pay-per-click performance. They can also see cross-selling activities without having access to country specific confidential information. In addition, management can now track ROI by brand, as well as usage of quick view product features, newsletter sign-ups and videos.
“I would personally like to thank you, all of You, for offering great support and a very friendly acceptance of my, at times, limited knowledge. We have been very happy and satisfied with all your support on the Google Analytics set-up for our brand.”
Dorte Tindahl, E-commerce Store Development and Support