Case study · eCommerce software
Neto: positioning built on the client’s own data
An Australian eCommerce platform needed to stand apart from larger competitors and grow its acquisition channels. Its own data became the marketing.
Situation
Neto is an all-in-one eCommerce platform for Australian retail and wholesale businesses, also selling through eBay and point of sale. It needed to differentiate itself from competitors and grow its customer acquisition channels.
Decision
Back what only Neto had: data on how Australians shop online.
- Positioned Neto as the all-in-one platform for “one-touch retail” and a voice for Australian eCommerce
- Used anonymised shopping data to publish Australian eCommerce benchmarks
- Built a content strategy around that data, including a State of Australian eCommerce ebook picked up by several media outlets
- Analysed landing page performance and conversion rates to form and test hypotheses
Result
Neto also ranked number one in search for “eCommerce”.
Client result.
Limits
The period and baseline are not shown here, and paid media changes ran alongside the content work, so the gains cannot be split between them.
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