Cooking up increased online revenue for Gordon Ramsay Group.

Gordon

Project details:

Client: Gordon Ramsay Group

Platform: Online multi-channel experience

Brief:

Completely redesign the Gordon Ramsay Group digital ecosystem and develop an agile, multi-channel strategy to drive online bookings and sales of gift experiences and vouchers.

Solution:

The old website suffered from a sub-optimal booking process that delivered bounce and drop-out rates of 70% and 58% respectively.

A powerful platform was needed to showcase both the Gordon Ramsay brand and those of the groupís stable of restaurants, now spread across the UK, France, Italy, the USA, Middle East and Asia.

Creative/execution:

A content optimised, customer experience was devised using insights gleaned from the latest booking trends, mobile browsing experiences and changing consumer consumption behaviours.

Our data-led online marketing strategy encompasses eCRM, SEO, paid search, and social advertising drives table bookings, as well as sales of gift experiences and restaurant vouchers via the new website.

Results:

Each restaurant has the room to thrive independently by developing its own online brand presence, content and social fan-base.

We also run tactical and seasonal campaigns, such as our Black Friday Gift Experience promotion which delivered £240K+ of additional revenue.

3.4% to 5.1% rise in onsite conversion

£16 to £5 Decrease in table booking CPA

28% rise in gift experience sales

49% rise in combined SEO and PPC conversions since launch

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