THE CLIENT
Almak is the largest furniture manufacturer in North Macedonia. The company was established in 1993 and has since expanded tenfold and opened 4 showrooms with a total of 10,000m2. Besides this, Almak has also set up a plant for manufacturing upholstered furniture. Ever since its conception, the brand has always been present, but not distinguished nor exceptionally revered.
THE CHALLENGES
Although Almak was already an established brand, it wasn’t particularly recognizable nationwide. In a way, it was almost the same as any other furniture manufacturer. The brand was detached from its audience, formal and conservative, and hadn’t put much effort into building and maintaining a community. Some challenges we faced included:
- Lack of trust in the brand
- Almost no online sales
- Neglected social channels
- Local partners not selling the products
- Traditional approaches misaligned with the current trends
THE SOLUTIONS
Following a brief from the client, we pinpointed the need to drive an omnichannel strategy that solves the brand’s most prominent pain points. We set off to grow Almak’s identity, which will consequently increase sales and profit. To do this, our team developed a comprehensive strategy that included:
- Developing buyer personas to personalize the brand’s message
- Building a new webshop with an integrated payment system
- Creating first-class ads for Facebook, Instagram, and Google
- Solidifying tone and voice, color schemes, and brand guidelines
- Creating eye-catching visuals on flyers and catalogs to increase recognizability
- Optimizing the website for SEO
THE RESULTS
After creating a custom strategy for Almak and investing in different types of ads (for reach, engagement, traffic, and conversion), we managed to reach the right audience and expand Almak’s impact on new potential customers. This approach shaped buyers’ perceptions of buying furniture and digitalized the whole experience. Other results achieved include:
- 25% monthly increase in sales compared to the previous year
- 2x increase in ad spend due to rapid growth and demand
- +2000 new products listed on the webshop
- … ROAS
- … increase in Facebook followers, a community growth of over…
- … increase in Instagram followers, a community growth of over…
- Shift in the brand’s reputation, resulting in an influx of job candidates
- Monthly newsletter outlining sales and promotions
FUTURE PLANS
Since this is an ongoing project and our team succeeded in building trust and rapport with the client, we’ve installed services to facilitate every step of the buyer’s journey. The website is now better equipped to handle complex e-commerce and cater to the needs of customers. In the near future, we hope to:
- Build a separate brand (Almak mattresses)
- Establish a separate strategy to increase mattress sales
- Create a premium line of products
- Enter other European markets
- Develop our SEO strategy
- Improve visualization with 3D modelling
- Grow online sales