During the pandemic, the food & grocery delivery box company saw a sharp decline in revenue from offices requiring fruit box subscriptions.
As this significant market condition took impact, the SEO Agency team had to quickly act to consider how we could transition the business to continue to drive revenue to support operations.
POLARIS worked to formulate a new strategy to shift user targeting to a more relevant audience. This meant it was possible to capitalise on the change in consumer behaviour imposed by the global pandemic.
As the UK went into the first major Lockdown and domestic consumer demand increased, POLARIS worked quickly to reposition all marketing activity to target homes rather than offices.
This was a significant shift as it meant that our SEO strategy had to quickly align to focus on different intent, topics and buyer personas.
Focusing on keeping Brits fed and safe at home
The SEO team put together a strategy to focus on the bear essentials that households needed to feed themselves. Based on this, the team worked with the online grocery company to create a series of “covid” fruit & veg boxes that could be ordered online for next day delivery.
These boxes were setup on the ecommerce website and promoted as a key product line through a series of blogs, socially promoted, and a digital PR strategy to promote the clients availability when supermarkets had run out of stock.
Particular items such as potatoes were in significant demand, and with a fair pricing policy, the business was set to help the UK get through the crisis together.
With POLARIS proactive approach to repositioning the business, and the ability to create specific Covid boxes, the business saw a revenue shift from offices to homes, within a 2 week period.
In the period from March 2020 to April 2020, the website saw a significant increase in traffic thanks to the organic exposure of the website for fruit, veg and grocery terms in google.co.uk.
"We are really happy with POLARIS. They always do what we need and when we tell them what we think will grow the business they listen and act with it. A great long term partner that has helped us grow"Gabor DoroghaziFruit 4 London