The main objectives of the Digital Strategy & Marketing Mix actions were:
Strategy & Challenge
Navy & Green is a pioneering Greek company that has carved its own path in the field of men’s fashion.
With a dynamic presence since 1959, it continues to evolve every year by constantly introducing innovations, securing a leading position in the industry while continuously expanding its store network in Greece and Cyprus.
Navy & Green holds numerous distinctions such as the Diamonds of the Greek Economy 2019 and the Growth Awards by Eurobank 2019.
Since its foundation, the main pillar of Navy & Green has been its customer-centric approach. In this context, the company requested the creation of a user-friendly and fully functional e-shop, along with dynamic digital communication aiming to grow its customer base and refresh the brand’s online image.
The company sought the development of a pleasant, user-friendly, and modern eShop — a contemporary platform that would attract a younger audience while effectively serving its existing customers.
Our Services in the Project
- Web Design & Development
- SEO
- Performance Marketing
Project objectives
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Creation of a clean, intuitive, and user-friendly retail e-commerce store.
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Upgrade to a modern eCommerce platform.
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Retaining the existing customer base (35+) and attracting a younger audience.
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Enhancing the digital presence through responsive design and a mobile-first approach.
Web Design & Development
- Project Description
Since its inception, the core principle of Navy and Green has been its customer-centric approach. In this context, the company requested the creation of a user-friendly and fully functional e-shop, as well as dynamic digital communication aimed at expanding its customer base and refreshing the brand’s overall online image.
- Features and Innovations
- Color and size selection tool for easier product navigation
- Multiple integrations with couriers for automatic creation of shipping vouchers
- “Total Look” feature, allowing users to purchase a complete outfit or individual items
- Digital Giftcard for easy and immediate gift purchases
- Full adaptation to mobile & tablet devices for an enhanced user experience
- Results
With the eShop redesign, Navy Green managed to improve the overall customer experience, increase online sales, and attract a younger audience while maintaining the loyalty and trust of its existing customers. Additionally, the client continuously invests in modern digital commerce methods, and the next step is the development of a Loyalty Program, which will further strengthen customer engagement and offer additional benefits to the brand’s consumers.
SEO
Implementation
For navygreen-eshop.gr, we proceeded with a complete SEO optimization, implementing strategies on all levels: on-site, off-site, and technical.
At the on-site SEO level, we analyzed and restructured the content architecture, created optimized category and product pages, improved metadata, and implemented an internal linking strategy.
Simultaneously, through technical SEO, we enhanced the site’s speed, optimized performance for mobile environments, and eliminated critical errors in Google Search Console.
In off-site SEO, a campaign was carried out to acquire quality backlinks, collaborations were established with reputable fashion blogs, and presence was ensured in selected directories.
Additionally, we developed a targeted blog content plan, focusing on high purchase-intent keywords.
Outstanding results
Within the first year of executing the strategy, we achieved:
+78%
increase in organic traffic compared to the previous 12 months
+50%
improvement in mobile loading speed
-65%
reduction in Google Search Console crawl errors
+135%
increase in sales through organic search
+42%
increase in impressions for key keywords
+87%
increase in new users from organic results
Performance Marketing
1
Increase of total revenue both online and across the entire network of stores nationwide.
2
Optimization of advertising investment performance across all advertising networks.
3
Significant enhancement of the Brand’s outreach, broadening the target audience.
4
Maximization of engagement rate & followers base.
5
Enhancement of loyalty within the existing customer base.
Our actions to achieve this
Videos and visuals were created for all advertising campaigns across advertising networks, Google & META.
The product catalog was segmented in order to be utilized as needed and according to priorities for specific products, series, and categories across all dynamic campaigns on the networks.
Full funnel campaigns were designed to increase reach to younger audiences, boost engagement, increase online & offline sales, and strengthen customer loyalty, focusing on purchase frequency and increasing the average order value.
Extensive Local Campaigns were created in Greece & Cyprus with differentiated communication to strengthen the physical stores, which are the core of the company’s commercial activity.
Outstanding Results
+147%
Traffic
Increase in traffic over the course of the year
+224.30%
Total Revenue
Increase in total revenue since the start of the activities
+224.30%
Purchases
Increase in orders since the start of the activities
+2.3%
Average Order Value
Increase within the year
