Consumer & Small Business, Dell EMEA, 2007
Challenge: Dell EMEA had strong websites across Western Europe, but there was pressure to accelerate the Consumer business online (decrease reliance on expensive phone sales queues) as well as drive higher volume of the more profitable small business channel both online and offline.
Solution – Working with our agency partners we zeroed in on the most effective mediums to ramp, with higher investment in SEM and with our Affiliate partners, while testing and developing more efficient ways to gain stronger, more efficient SOV in online through banners. Behavioral targeting was critical to improve banner performance, along with more flexible creatives, and aggressive merchandising.
Results: Traffic to our small business sites doubled over the two years. In some countries in Europe, we were able to achieve almost 90% sales online, resulting in higher profitability. Both Consumer
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