Project
Queenspark
E-commerce, promotions, advertising and email marketing work as a single system to transform attention, return and relationship into sales.
Client
Queenspark
Period
Continuous collaboration
Category
Website · E-commerce · Marketing
Visit the website
Visita queenspark.itE-commerce and continuous marketing
Sales don't push with one channel.
Queenspark combines cosmetics, hair care, make-up, professional equipment and fragrances for the house in a wide and continually updated catalog. In this context the site cannot be just a showcase: it must support promotions, seasonality, acquisition and relationship with those who have already purchased.
We run the project as a continuous commercial system. E-commerce, promotional calendar, creativity, Google Ads and Mailchimp share goals and signals: a qualified application campaign, the shop transforms it into behavior and automation keep the relationship alive over time.
Ambito
E-commerce and performance
Platform
WordPress + WooCommerce
Acquisition
Google Ads
Retention
Mailchimp
Partnership
Continuation
Many brands, many needs. One legible path.
The catalog crosses different worlds: professional products for hair, make-up, skincare, equipment, man and home fragrance. The structure of the shop makes recognizable categories and brands without forcing those who buy to know the exact product.
Homepage, archives, research, filters and product cards work together to bring from discovery to choice. Availability, offers, loyalty program, gift cards, payments and assistance become part of the same business experience.
Every promotion must become a coordinated story.
Reopening, seasonality, new brands and offers require rhythm. We plan and plan campaigns capable of living on home page, newsletters and advertising without seemingly disconnected initiatives.
Creativity changes with the occasion, while hierarchy, call to action and destinations remain consistent. In this way the content is not decoration: it is the level that connects the commercial calendar to the actions available in the shop.
Bring the right question to the right product.
The strategy combines Search and Performance Max campaigns. The research network intercepts explicit intentions on brands, categories and products; Performance Max expands coverage using catalog, creativity and conversion signals to find new opportunities.
Campaigns are not optimized on generic traffic. Purchases, added to carts and inscriptions feed measurement, while devices, geographic areas, times and search trends help correct priorities and investments. Advertising and online store therefore work on the same commercial goal.
The most useful sale is often the one that does not start from scratch.
Mailchimp is connected to WooCommerce and works on both campaign calendar and behavior. Newsletter dedicated to products and promotions are segmented and, when useful, returned to those who did not open the first sending.
The automatons cover decisive moments of the relationship: the welcome flow transforms the inscription into a first concrete incentive, while the recovery of the cart returns to the shop who had already expressed an intention. Gift card and Royals program complete a system designed to bring back, not only to sell once.
Each channel returns signals to the next.
Performances are not read as isolated rankings. The researches that grow oriented campaigns and content; the behavior in the shop shows where the path is interrupted; openings, clicks and assigned orders indicate which messages deserve to be developed.
It is a continuous process: programming, measuring, correcting and restarting. The value is not in a single successful campaign, but in the ability to build a system that improves while catalog, seasons and people change.
Acquisition and retention
More channels. One commercial system.
The shop becomes the centre of a measurable relationship: Google Ads creates qualified demand, content and promotions guide it, and Mailchimp re-engages people who have already shown interest.
Search + PMax
Coordinated acquisition
Explicit intention, catalogue and conversion signals are managed in the same perimeter.
66.2% openings
Welcome automation
The active welcome stream transforms the inscription in relation to a dedicated incentive.
48,5% · 15,6%
Recovery of trolleys
Automation opening and clicking rates show the value to intervene when the intention is already high.
Continue with
MacAndrews Store
Let’s build something useful.