Embracing Integrated Marketing for Year-Over-Year Growth
Stonex knows stone. Specializing in granite, quartz and marble, Stonex is the top fabricator and installer of stone surfaces, like kitchen countertops, bathroom vanity tops and fireplace surrounds, in southern Ontario. Before working with Hop Skip, Stonex was not well-versed in marketing. They felt their marketing could be improved, but they weren’t sure what was working, what wasn’t working or how to fix it.
Lacking the expertise and internal resources, they looked for a marketing partner who could develop and execute strategic marketing that would generate higher foot traffic and increased sales.
Our starting point was strategy. During our analysis, we uncovered significant issues that were impacting the customer experience and represented lost sales opportunities:
Lacking the expertise and internal resources, they looked for a marketing partner who could develop and execute strategic marketing that would generate higher foot traffic and increased sales.
Our starting point was strategy. During our analysis, we uncovered significant issues that were impacting the customer experience and represented lost sales opportunities:
- They were hard to find online
- They looked and sounded like their competitors
- Their website content wasn’t as helpful as it could be to buyers
- There were gaps in their customer communication that led to poor customer experiences and lost sales
- Our marketing plan for Stonex took a multi-pronged approach to solving these issues. In this case study, we look at one of the approaches to increasing sales: improving the customer experience.
Find out what happened when this large Southern Ontario stone supplier invested in (Hop Skip) marketing
BACK TO PORTFOLIO
- Multi-year marketing strategy & planning
- Brand strengthening
- Brand awareness through radio, print, digital and partnerships
- Product line expansion
- Digital transformation
- Customer experience improvement
- Sales/marketing alignment
- Improved marketing measurement and reporting
- Events & tradeshow
- Direct mail
- Promotional gear
WHAT WE DID
From first impression to loyal customer.
This process, in consult with the sales and operations teams, quickly identified which areas needed to be improved.
To strengthen Stonex’s presence in the marketplace and help more buyers find them, we tested several types of advertising and installed tracking to measure the return on investment. We also changed how they were spending their advertising money by moving from mass advertising to ads targeting specific audience segments.
To differentiate Stonex from competitors and make their offering more clear and compelling to buyers, we improved the design and messaging of the brand. This included a logo adjustment, new tagline, and a website refresh.
We then worked with Stonex’s internal operations to create a more seamless process as customers move from sales to install to afterservice. We helped the team develop better internal processes, and launched an electronic welcome system in the showrooms for a better showroom and sales experience, too. The customers now enter their information electronically when they check-in at the showroom. This information enables Stonex to monitor and support these customers through their buying journey. For example, it triggers an automated email nurturing campaign that takes them from which stone to select to caring for their stone. Customers are also getting answers to their questions faster.
We also created several pieces of printed sales collateral to help educate customers and improve their shopping experience, such as branded pocketed folders to hold any product information that customers collect while visiting the showroom.
In response to COVID-19, our team further transformed the customer showroom experience to take it fully online. On the website, customers can book a consultation. During the consult the sales rep can give them a live virtual tour of the showroom to help them narrow down their stone selection. We also introduced delivery of stone samples by mail or curbside pickup.
To strengthen Stonex’s presence in the marketplace and help more buyers find them, we tested several types of advertising and installed tracking to measure the return on investment. We also changed how they were spending their advertising money by moving from mass advertising to ads targeting specific audience segments.
To differentiate Stonex from competitors and make their offering more clear and compelling to buyers, we improved the design and messaging of the brand. This included a logo adjustment, new tagline, and a website refresh.
We then worked with Stonex’s internal operations to create a more seamless process as customers move from sales to install to afterservice. We helped the team develop better internal processes, and launched an electronic welcome system in the showrooms for a better showroom and sales experience, too. The customers now enter their information electronically when they check-in at the showroom. This information enables Stonex to monitor and support these customers through their buying journey. For example, it triggers an automated email nurturing campaign that takes them from which stone to select to caring for their stone. Customers are also getting answers to their questions faster.
We also created several pieces of printed sales collateral to help educate customers and improve their shopping experience, such as branded pocketed folders to hold any product information that customers collect while visiting the showroom.
In response to COVID-19, our team further transformed the customer showroom experience to take it fully online. On the website, customers can book a consultation. During the consult the sales rep can give them a live virtual tour of the showroom to help them narrow down their stone selection. We also introduced delivery of stone samples by mail or curbside pickup.
We mapped Stonex’s customer journey, step by step
We put our trust in Hop Skip Marketing to develop and execute a customized and strategic marketing plan and it paid off – big time. Within months of working with Hop Skip, we began to see our sales increase. They also brought much-needed structure to our internal processes, which has benefited both our staff and customers greatly. As an independent business owner, I take great comfort in knowing that Hop Skip Marketing is looking out for my best interests by continually optimizing our marketing strategy in order to reap the best results.”
Scott Morrell, Owner of Stonex
Scott Morrell, Owner of Stonex
What Stonex has to say ...
Stonex started experiencing record sales within six months of improving its customer experience, including two of their best sales months ever. The improved shopping experience resulted in fewer complaints and more positive reviews. And their automated email nurturing campaign experienced a 60% open rate and 30% click through rate. These are the kinds of results we love to deliver for our clients.
Hop Skip is now in our ninth year with Stonex and we're still helping them hit new goals and expand the business.
Hop Skip is now in our ninth year with Stonex and we're still helping them hit new goals and expand the business.
