PROJECT: WILLOW + WILD DESIGN
On the 4th of July, at a gathering in Park City, I had the pleasure of meeting Somer, a fellow guest and mutual friend of the hosts. Our shared backgrounds as former boutique owners led to an engaging and enjoyable conversation. Somer had an intriguing story to share - she was the former founder and owner of the boutique Olive & Tweed, a store my wife frequented often. She also mentioned that she had recently sold her boutique and was eager to embark on a new adventure: starting a wallpaper company, Willow + Wild.
Somer's extensive experience as a designer and her entrepreneurial spirit made her a fascinating partner as we delved into the world of wallpaper. She knew that she wanted to create wallpaper, but the wide array of options and variations in the category left her uncertain about where to begin and how to focus her efforts.
I explained to Somer how, over the past decade of my career, I've developed a system for deep research that applies to various industries. I assured her that, regardless of the industry, my team and I could provide valuable insights backed by concrete data. A quick overview led to the development of a detailed scope of work and a comprehensive action plan.
The scope of work encompassed the following key elements:
A thorough SEO analysis
A competitive landscape assessment, involving the evaluation of five enterprise retailers and five boutique retailers
In-depth category research
Installation of Google Analytics 4
Development of a comprehensive website taxonomy, designed to accommodate future product expansion
A comprehensive SEO overhaul (managed in a 3000-row spreadsheet leading to substantial time savings)
Implementation of automated SEO formulas and product descriptions for future products, to be managed by the Willow + Wild team
Training on Shopify Collections, Tags, and Navigation
Creation and implementation of Shopify Meta-fields
General business strategy consultation
In simpler terms, in our collaboration with Willow + Wild, my team aimed to help Somer and her associates identify the most desirable products and variations in their category. We worked closely with them to structure website categories and tag products to enhance the customer experience and searchability. We executed a complete SEO overhaul, simplifying the process for future updates, and setting the site up for successful organic traffic. Moreover, we provided training to upskill Somer's team, enabling them to manage future site updates independently and reducing the need for costly external services. They are now equipped with the knowledge and a roadmap to expand their product offerings in the future, free from the burden of relying on our services for minor changes.
To provide a well-rounded perspective on our collaboration, here's what Somer had to say:
“Kerry is excellent to work with. I would hire him again in an instant. Because his knowledge of SEO and website optimization is so highly evolved and extensive, he was the perfect fit to set up my next endeavor, an online design and wallpaper business, for success. He is professional and communicative; with deliverables on schedule and prompt responses to technical questions that arose for my team as we implemented the newly developed strategy his research and expertise laid out for my company. Time was saved with Kerry's implementations and his ability to problem-solve by organizing and labeling numerous SKUs. Now that we have Kerry's systems in place, we are set up for the volume of sales and success intended for this budding business.”
If you're grappling with a business challenge and need a solution, let's first understand the “why,” and together, we can craft the “how” that's tailored to your company’s unique needs. We're flexible and can work with a range of budgets, industries, and project scopes. We're eager to contribute to your business's success. All you have to do is reach out and share the challenge you'd like KCS Strategy to address!
