Transforming Hanna Hats into an E-Commerce Powerhouse
Introduction Hanna Hats, a 100-year-old family business rooted in traditional Irish craftsmanship, had solely operated as a wholesale enterprise until 2016. Renowned for their handmade, high-quality tweed headwear, the company faced significant challenges as they ventured into e-commerce. Let’s explore how Boundless Media partnered with Hanna Hats to revolutionize their online presence, ensuring sustained growth and profitability.
The Challenge
Despite their rich heritage and loyal customer base, Hanna Hats initially struggled to establish their e-commerce platform. Key obstacles included:
Lack of Focus on E-Commerce:
Prior to 2016, their business was exclusively wholesale, with minimal investment in digital marketing.
Impact of COVID-19:
The pandemic shuttered brick-and-mortar stores, halting wholesale orders and leaving e-commerce as their sole revenue stream.
Initial E-Commerce Struggles:
Early efforts in online sales yielded limited success, with low traffic and conversion rates.
The Transformation
(Store Sessions 2022 vs 2024)
In 2021, Boundless Media partnered with Hanna Hats to execute a comprehensive digital strategy that not only addressed their immediate challenges but also laid the foundation for long-term e-commerce success. Part of this strategy included a targeted effort to grow their e-commerce presence in the USA, one of their largest markets, leveraging the brand's existing popularity and demand in the region.
SEO
From Invisible to Indispensable
We focused on optimizing Hanna Hats' website for search engines, driving organic traffic and boosting visibility.
- Keyword Growth: Increased the number of ranked keywords from 100 to over 1,500, with 400+ keywords in positions 1-3.
- Traffic Surge: Sessions skyrocketed from 5,000 to 25,000 within a year.
- Technical Improvements: Enhanced site speed, mobile responsiveness, and on-page SEO for better user experience and rankings.
Strategic Advertising
Reaching the Right Audience at the Right Time
We crafted a paid advertising strategy targeting every stage of the buyer’s journey:
- Top-of-Funnel Awareness: Engaging brand campaigns showcasing Hanna Hats’ craftsmanship and heritage.
- Mid-Funnel Engagement: Targeted ads highlighting bestsellers and customer testimonials.
- Bottom-of-Funnel Conversions: Dynamic remarketing campaigns to convert high-intent visitors into buyers.
Results: A measurable increase in ROAS (Return on Ad Spend) and sustained growth in online sales.
Email Marketing
Email Marketing Turning Subscribers into Loyal Customers
Boundless Media revamped Hanna Hats’ email strategy, focusing on long-term customer engagement:
- Signup Optimization: Removed discount codes for signups, increasing signup rates by 300% while saving over €1,000 annually.
- Core Email Flows: Implemented automated flows such as welcome sequences, cart abandonment emails, and post-purchase nurturing.
- Revenue Impact: Email marketing now contributes a mid six-figure annual revenue.
Results: Hanna Hats’ e-commerce store has become the centerpiece of their business, outpacing wholesale revenue. Key achievements include:
