PLENTY Mercantile

E-commerce Campaign Case Study

CLIENT SITUATION

PLENTY Mercantile, a sustainable eco-friendly retail store with three Oklahoma City metro-area locations, sells most merchandise in-store. However, the recent pandemic prompted the store to shift its primary focus to online sales. PLENTY engaged Candor in late 2020 to help move the needle on holiday sales. 
Photography by PLENTY Mercantile © 2020.

STRATEGY & TACTICS

Candor implemented Facebook and Instagram conversion ads, along with dynamic retargeting, paid search and Google shopping ads, to drive online sales in the period from Oct. 12 to Dec. 23, 2020. We targeted: 
  • Women ages 25-65 in the Oklahoma City/Tulsa metros 
  • Women/men in Oklahoma City/Tulsa who were also “engaged shoppers” 
  • People who had landed on specific pages on PLENTYMercantile.com 
The advertising creative featured bold colors, eye-catching product shots and witty, tongue-in-cheek copy to help PLENTY stand out from the throng of holiday shopping ads.   
Photography and graphic design by PLENTY Mercantile © 2020.

RESULTS

Before launching the campaign, the average conversion rate for the website was below 1%. Candor identified issues in the shopping and checkout user experience and provided recommendations to fix the issues and optimize for conversions. By the end of the campaign, the average conversion rate had increased to 3% sitewide — this is more than double the industry average conversion rate for home accessories and giftware e-commerce (1.46% – 1.55%). 
The social media, paid search and Google shopping ads drove a combined 1,269,705 impressions and generated 14,805 clicks to the client’s website.  
Through Candor’s efforts, PLENTY achieved a 400% return on advertising spend and enjoyed an 819% increase in total revenue compared to the same quarter in 2019. 
“Holy moly. These results are unbelievable! I can’t thank Candor enough for the work on this project. This is all blowing our minds, and we’re doing everything we can to keep up!” — Brittney Matlock, PLENTY Mercantile co-founder