The approach

Audience behaviour on the existing site was analysed to understand key segments, average spend and top grossing sales and product margins. An understanding of owned versus distributed products offered was identified, past promotional success reviewed, and a full commercial review of fixed and variable costs, cost of goods, shipping and product margins were quantified.

As a result of the analysis, it was agreed to re-platform the website and rebuild the marketing strategy in collaboration with the existing shop team and broader marketing team within Diabetes Australia.

Cure Collective designed the marketing strategy and was tasked with execution of the design and development of a new shopfront in just eight weeks, including a migration of product and integration with a new 3PL. To help the internal team through the transition, Cure Collective was retained to manage the ongoing promotions, promotional technology and advise on strategy.