Client
NCBI’s retail arm was moving into online selling. That required more than a new promotional channel: the business needed to understand how people would discover its offer, where online selling could take place and how to present the offer across those routes.
SEO strategy addressed discovery. Marketplace expertise helped the team consider third-party selling routes. Social marketing and creative assets supported how the retail offer could be presented. Working alongside the client connected those disciplines during a period of change, giving the team guidance across the journey rather than leaving each channel as a separate decision.
CSM supported the transition with SEO strategy, expertise in third-party marketplaces, social media marketing and creative assets.
Each part had a job within the emerging retail system. SEO addressed discovery through search. Marketplace expertise addressed routes through which customers could buy. Social marketing and creative assets supported how products and the retail offer were presented to the market.
We worked alongside the team during the transition, bringing connected expertise into the business when several new decisions had to be made. The combination gave online retail a broader foundation than any single channel could provide.
The system was a go-to-market foundation for digital selling: understand the routes to customers, develop the way the offer appears in those routes and equip the team with specialist guidance to move forward.
We also deployed the data and conversion foundations behind the growth system: tracking pixels, analytics, source tracking and attribution, together with multiple offers, funnels, landing pages and enquiry paths. These connected audience response with the journey towards an enquiry and made performance visible across its stages.
The system operated as a continuous feedback loop. Tracking and attribution informed where attention was coming from and how people progressed; those insights guided improvements to offers, pages and conversion points; subsequent activity supplied the next set of signals. This gave the business a repeatable way to improve acquisition and conversion, reduce guesswork and develop growth more predictably over time.
Elaine Slator described CSM as a valuable addition to the team during the transition and highlighted the breadth of expertise and communication. The delivered foundation is capability for developing online retail across several routes. Actual online sales growth and operational savings remain distinct from that established scope and are not quantified here.
Elaine Slator described CSM as a valuable addition to the team during the transition, highlighting the breadth of expertise and responsive support.
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