Uniqlo Achieves 30% ROI

The last 12 months have seen economic turmoil for the majority of industries, even though we were promised that the “boom and bust” periods were a thing of the past. However, an anomaly seems to have sprung up in the Search Engine Marketing arena.

Businesses struggling to drive sales forward have slashed budgets and reduced employee numbers in order to “trim the fat”. However, they are facing the challenge of how to increase customer awareness and avoid unprofitable marketing spends. Where better to do this than online? As more and more people turn towards the internet as their primary research tool it is absolutely vital to ensure that a company’s online presence is working for them. It is all very well having an impressive looking website but if your target audience cannot find it how much use will it actually be to your company? Step in those companies who specialise in Search Engine Marketing.

SEM (which includes Search Engine Optimisation and Pay Per Click) can lay claim to the following benefits, low spend but high return on investment, long term increased web traffic, as well as improving brand awareness. SEM is a measurable business tool which is receiving increased media coverage due to its impact to successful marketing campaigns. Brands who were one-step ahead of the game, such as Uniqlo, have invested time and money to ensure that their long term marketing strategies have SEM at the centre.

Uniqlo, established in 1984, now has over 760 stores worldwide. Uniqlo are among the top 10 speciality apparel retailers in the world and Winner of a 2008 Time Out London Award. A focus on quality and value has stood Uniqlo in good stead throughout the economic downturn. Clothes are designed as individual pieces so that customers can tailor their own look. Recent media coverage, including features on Gok Wan’s Fashion Fix, has proved that the High Street has just as much to offer as the high end stores. Such an image has been reinforced thanks to the likes of Peaches Geldof and Jessica Michibata (Jenson Button’s girlfriend) being frequently been associated with Uniqlo in the press.

4Ps Marketing was setup by two young entrepreneurial marketing graduates who saw just how much potential this field has to offer and were fed up working for companies that offered awful results. The duo went on to become Google AdWords Qualified Individuals before establishing the agency. The London based agency now stands out from its competition by taking a uniquely marketing led approach within a traditionally technical discipline.

Uniqlo have recently invested in a collaboration with SEM agency 4Ps Marketing placing emphasis on the search engine Google. Through tailored Search Engine Optimisation and Pay Per Click campaigns Uniqlo are ensuring they reach their target audience. Using the likes of Google Analytics the campaigns have been monitored and optimised to full advantage. With the results of the Uniqlo and 4Ps collaboration speaking for themselves as online revenue has recently increased by 30.76%.

4Ps Marketing and Uniqlo have both shown that if you innovate within a recession you can still grow and find profit even in the tougher times.

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