DISSH is an Australian owned and operated fashion retailer with 10 stores in Queensland and an international eBoutique with a strong online presence. Born out of a love for fashion and design by a mother daughter duo in the kitchen of their family home, DISSH has established itself as the go-to destination for everyday denim and essentials, 100% linen collections and statement event wear.
DISSH rebranded in 2020, elevating their collections and brand positioning in the market. DISSH set out to capture additional market share and online revenue by repositioning itself as the destination for feminine silhouettes and elevated basics, underpinned by effortless cool. The opportunity to break into new domestic markets outside of Queensland was also identified and armed with an increased ad spend we set out to increase our paid search coverage across new locations.
Understanding that DISSH was elevating its market position, we needed to ensure that the message across all of our paid search campaigns consistently aligned with their new collections and branding. DISSH is also a Queensland born and bred operation, and we knew that we would have to raise awareness in the key southern states, New South Wales and Victoria. At the same time, the COVID-19 pandemic caused a decrease in consumer spending in stores and we needed to capture the increase in online demand through the eBoutique.
We needed to find the most effective paid search strategy to introduce DISSH’s new product lines to new territories. To acquire new customers, we scaled our spend and search activity across the new collections, while optimising naming conventions for high priority product groups that were missing out on revenue and impression share due to rank. State-specific shopping campaigns were created to increase our relevance and coverage, while also giving us fine-tuned control to adjust our spend based on lockdown restrictions and increased online demand when customers couldn’t visit physical stores. We also created single keyword ad groups to support three new pillars of DISSH’s collections: Linen, knitwear, and denim. With a combination of standard search and dynamic search ad activity, we expanded keyword coverage at an efficient cost-per-click. We also used internal sales and website search bar reports to align our approach with popular product variants.
Increase in Revenue
Increase in ROAS
Decrease in CPA
Comparing January 1 – December 31 2021 compared to Jan 1 – Dec 31 2020 we generated a 132% increase in Google Ads revenue with a 60% increase in spend. New South Wales’ online contribution now outperforms Queensland and we have also driven significant increases across Victoria and Western Australia.
Alpha Digital have played an essential role to the recent success at Dissh. They have worked diligently to meet and exceed our expansion goals and continue to move the needle forward. We are lucky to work with an external partner that has such a strong understanding of the brand and the business.