The Client - Valentino


Valentino Sydney is a home fashion and design retailer in the heart of Sydney’s central business district.

Valentino Sydney was established and developed by Kevin and Sue Platt to offer something different to urban and suburban Australians – and to international visitors. Kevin and Sue still work in the business, sourcing all products and ensuring that customers receive friendly, personal attention every time they enter the store.

Blueviper Interactive developed a website for Valentino, taking the brand in a new direction and setting a foundation for future branding and marketing initiatives. The website's approach was inspirational rather than informational. It’s highly visual layout enhances the overall sense of elegance, fashion and affordability offered by the store while also supporting the development of an active customer relationship marketing (CRM) database.

A strategic, multi-phase Search Engine Marketing (SEM) campaign was also implemented:

Reduce Cost and Increase Profit by 50%
To maximize net profit, Blueviper Interactive Search: 1) eliminated or lowered bidding on keywords that were not delivering profitable sales; 2) tested and refined the creative to increase click-through rates while maximizing conversion rates; and 3) analyzed conversions by time of day and day of week, using automated technology to raise and lower bids based on patterns.

Strategic Keyword Expansion
Search terms that converted well, were expanded to include other relevant, similar terms. Many of these new terms were highly specific and cost less, they became the largest driver of profitable sales. A secondary keyword expansion focused on Valentino’s products that previously had not been represented.

Media Campaign Expansion
Blueviper Interactive Search began to expand Valentino's reach into new media campaigns, including secondary PPC search engines such as FindWhat.com, paid inclusion programs and shopping engines.

Sales Algorithms
Net profit algorithms helped manage the bid process by taking into account click-through rate, average sales amount, conversion rate and cost of goods sold. This data helped to identify the sweet spot where Valentino's marginal profitability and sales volume worked together to deliver the largest contribution to net income.

Blueviper Interactive’s future involvement with Valentino will be focussed on the increase of brand awareness and customer loyalty. The following are some of the short term results and outcomes which have been achieved:

- Approx 100% increase in customers through the door to date

- Ability to seamlessly introduce, integrate and market future new products and services with ease

- Increased overall company value via brand establishment/on-line presence

- Approx 25% increase in profitability