Spreading the Word
Although Boswells is very well known in Oxford it did not have a strong brand outside the city. To help them expand nationally Obergine and Boswells worked on Facebook advertising campaigns that increased community size, creating blog posts that would help potential customers to find the website through organic search, and building relationships with online influencers to access their communities and gain their endorsements.
Helping an Offline Business Move Online
Boswells’ main challenge was that they had always been a traditional department store, focusing on in-store revenue not online. Obergine and the newly formed web team had to work together with other staff from across the store including management, visual merchandisers, and department managers to create a unified marketing effort. That meant lots of good planning, education, and communication.