CASE STUDY
Generating +400% E-Commerce Sales Growth
The Problem
A restaurant chain’s customers wanted to be able to pre-order their food online for pick up, but the brand’s online ordering capabilities were underdeveloped.
How I Solved It
As CMO, I improved the online ordering experience end-to-end, on the website and app and with external marketplace partners. Then, I launched a marketing campaign to announce the changes and encourage customers to order through these sales channels.
Worked with operations and technology partners (internal and vendors) to optimize the online ordering system and full customer journey from order to in-restaurant pickup/delivery.
Optimized digital customer journeys and website UX, established upsells, enhanced the user acquisition strategies/offers, and executed digital marketing campaigns to encourage frequency.
Enhanced app-based loyalty program
Established e-commerce partnerships with DoorDash, UberEats, GrubHub, and EZ Cater.
The Outcome
D2C Ecommerce sales increased 5x in two years. Website sales increased from 5% to 30% of sales. Revenue from e-commerce marketplace partnerships expanded to 30% of sales, the majority of which were incremental sales.
“Karin brings collaboration, thoughtfulness, intention, and a commonsense approach to everything she does. She is a straight shooter who isn’t afraid to take an unpopular position if it’s for the good of the organization. While she obviously has the marketing expertise and ability to lead a marketing/digital organization, her ability to work cross-departmentally really sets her apart from other executive peers that I have worked with over the years.”
– Eric Rosenzweig, CIO Rubio’s Coastal Grill
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