How Cashmere Centre achieved a major boost in site visits and revenue
The Challenge
Transitioning from traditional marketing to digital dominance
Cashmere Centre faced a pivotal moment in their business evolution. While they had cultivated a devoted customer base through traditional channels, the digital landscape presented both enormous opportunity and significant challenges.
Their primary obstacles included limited online visibility, heavy reliance on mail-order catalogues, and minimal SEO presence. The company had done little previous SEO work and their PPC efforts were narrowly focused on brand-only campaigns, severely limiting their ability to attract new customers and compete in the competitive luxury fashion market.
Before implementing the new strategy, Cashmere Centre had done little SEO work and relied heavily on brand-focused PPC campaigns. This approach was limiting their ability to attract new customers. Our goal was to build a sustainable digital growth strategy that would increase both traffic and conversions.
"We knew we needed to modernise our marketing approach, but the digital world felt overwhelming," explains Dale. "We had a strong product range and loyal customers, but we weren't reaching the new audiences who would love what we do."
The challenge was clear: expand their digital footprint, drive new customer acquisition, and build sustainable revenue growth through strategic SEO, PPC, and marketing automation—all while maintaining the premium brand positioning they'd worked decades to establish.
If they could successfully navigate this digital transformation, they could unlock significant growth potential and secure their position as a leading luxury cashmere retailer in the online marketplace.
The Solution
A comprehensive digital strategy focused on sustainable growth
Cashmere Centre selected Aira as their digital partner based on our proven track record in luxury retail and our strategic approach to multi-channel growth.
Unlike agencies that focus on quick wins, Aira took time to understand Cashmere Centre's brand heritage, customer journey, and long-term business objectives. We developed a comprehensive digital transformation strategy encompassing SEO, PPC, and marketing automation.
"Aira helped us understand that SEO wasn't just about rankings—it was about connecting with customers who were actively searching for premium cashmere products," says Dale.
SEO: Building a Strong Organic Foundation
We conducted a comprehensive technical audit to establish a solid SEO foundation, ensuring the website was optimised for both search engines and user experience. Our team performed in-depth keyword research to identify opportunities for new category and sub-category pages that would capture high-intent shoppers.
The content strategy was pivotal—we optimised over 60 new and existing category pages to capture long-tail searches and attract users with specific product interests. We also built out topical clusters to engage users earlier in their buying journey, positioning Cashmere Centre as the go-to authority for premium cashmere knowledge and products.
PPC: Moving Beyond Brand Reliance
Our PPC strategy represented a fundamental shift from brand-dependent campaigns to new customer acquisition focus. We implemented a sophisticated mix of search and Performance Max campaigns to maximise visibility across shopping ads and search results.
Despite removing heavy brand bidding, we successfully reduced cost per conversion while dramatically expanding reach to new audiences. This strategic pivot opened up entirely new customer segments who had never heard of Cashmere Centre but were actively searching for premium cashmere products.
Marketing Automation: Maximising Returning Visitors
We helped the Cashmere Centre team implement strategic Klaviyo flows to capitalise on the increased site traffic from our SEO and PPC efforts. These automation sequences captured visitors who weren't ready to purchase immediately and nurtured them through personalised email journeys.
The automation efforts alone generated tens of thousands of pounds in additional revenue, with sophisticated abandoned cart sequences, post-purchase follow-ups, and seasonal campaign triggers all working together to maximise customer lifetime value.
The Results
73.85% increase in site visits and sustainable revenue growth
With Aira's strategic approach, Cashmere Centre has successfully transformed from a traditional mail-order business into a digitally-savvy retailer with a strong online presence.
The results speak for themselves: a 73.85% increase in site visits across all channels and a 31.85% increase in revenue. Most importantly, organic traffic grew by an impressive 355.55% year-on-year, creating a sustainable foundation for long-term growth.
"The team at Aira has played a huge part in successfully pushing our digital transformation project forwards," says Dale. "They took the time to understand our goals and developed a tailored plan to suit our needs."
The PPC transformation was equally impressive, with search impression share increasing from 14% to 31%, significantly expanding Cashmere Centre's visibility in competitive luxury fashion searches. Higher search visibility combined with reduced cost per acquisition proved that strategic digital marketing could deliver both reach and efficiency.
"Their flexible approach and willingness to explain is a refreshing change, making what seemed like an overwhelming challenge far more manageable and achievable," Dale continues. "This expertise is improving our digital presence and helping us understand how to leverage digital marketing to drive growth."
The marketing automation success has laid the groundwork for even greater future growth, with plans to refine and expand automated email strategies to further boost engagement and conversions.
In an industry where digital transformation can make or break traditional retailers, Cashmere Centre has emerged as a success story—proving that with the right strategy and execution, heritage brands can thrive in the digital marketplace while maintaining their premium positioning and customer loyalty.