Old World Christmas CMO Case Study | Digital Position™

Digital Position Case Study // August 2021

The Journey

Old World Christmas was connected to Digital Position as a wholesale only business. OWC sold product to retailers who then sold to end consumers in-person.

Old World Christmas had interest in taking their products direct to consumer, but were worried about how this would affect their retailer relationships. They also had never run an e-commerce business before, so they were looking for the best strategies to use and what platforms to be on.

After discussing their needs, we decided that the Shopify platform would be best suited for them. We also discussed about how they could utilize MAP pricing to keep everyone on the same page and not undercut their retailers. We defined KPI’s based on business profitability and decided that Google Shopping, paid social, and SEO strategies would be the best places to begin our marketing strategy.

We also worked with OWC to build wholesale Christmas ornament landing pages and speed up their website for SEO. The ornament market is heavily focused on impulse purchases, so page speed is crucial to success. We then rolled out an official launch in October 2018.

The Results

The direct-to-consumer business exploded, resulting in over $400k in revenue in the first 3 months of operation. By 2020, we had built a $4.25mm direct to consumer business, with a projected $7.5mm company in 2021 – 3 years later.

We drove over 5,000 wholesale applications for new large AOV retailer partnerships, and growth in their Amazon sales as well. We did all of this while maintaining profitability KPI’s every year while balancing aggressive growth strategies. We continue to not only manage OWC PPC & SEO channels, but consult regularly as a fractional CMO including attending their board meetings and presenting data, identifying new opportunities, and connecting OWC with partners such as advanced analytics companies, conversion rate optimization companies, and more.

$7.5m

Company in 3.5 years

$400k+

In the first year

5,000

Wholesale applications

1

Incredibly happy client

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