Finding the right fit: Atomic Group's digital marketing journey

Australian retailer and owner of the Homyped brand invests in digital marketing and email campaiging to improve the buyer journey

Every day 48 per cent of Australians wake up with heel, arch or general foot pain. But despite this, more than half will never visit a podiatrist.

This knowledge is part of what inspired integrated footwear and retail company, Atomic Group, to ramp up its online presence for its orthopaedic shoe line, Homyped.

The task of reaching and servicing that potential customer pool online has fallen to Atomic Group’s ecommerce manager, Cory-Dean West, a veteran of both online sales in the wine industry and bricks-and-mortar retail at JB Hi-Fi.

“We were recognising that if 48 per cent of people are waking up with this sort of pain, and half of them aren’t going and seeing a podiatrist, then how to do we solve for that from an online perspective and help people identify what the foot condition is,” West told CMO.

Homyped has developed an online shoe finder to help customers determine just that then link them to an appropriate product. But certain attributes of the Homyped customer base led West to tread carefully when deciding how to best engage with them.

“Our demographic is quite niche, taking into account we have a much older demographic,” West said. “Digital is not somewhere that this demographic plays in a lot, so those basic customer journeys are very important.”

Delving into data

To this end, Atomic Group engaged its martech partner, dotdigital, to develop forms and data collection protocols to better collect data and strengthen the customer journey. This enabled the Atomic Group team to study customer lifecycles and analyse the purchase pathways closely to create tailor-made triggered email campaigns.

West said this has included ensuring Homyped has been doing the basics right, creating automated customer journeys for welcome, birthdays, abandoned carts and three- and six-month win-backs.

“Once people identify that there is a product out there that can help, and that process has been positive, the repeat purchase rate is quite high,” West said. “The welcome has been the most successful campaign. There was an over 300 per cent increase in revenue in the first quarter of 2021 compared to the previous year, so that is a massive contribution.”

Another journey involving a customer survey and $20 reward drove a 50 per cent repurchase rate. West said Homyped is now looking for additional ways it can improve customer journeys. But

“We are launching SMS campaigns soon, which we have never done before,” he said.

Atomic Group is also taking the time to reinvest back into its products.

“If we’re completely honest, it’s not a sexy product, but it solves a pain point for a customer,” West said. “We’re trying to make that have broader appeal - so bring in a little more of a style element in, but still provide a functional shoe.

“That is a challenge for the design team, but it is also a challenge to communicate that to the customer as well, because you don’t want to lose that existing customer base.”

Atomic Group has also deployed dotdigital across other brands, including multi-brand retail business, Sportsco, which operates 26 franchised stores across Victoria, NSW and Queensland. In this instance, West said Atomic Group has been careful to grow online sales without losing margins for those stores. The new automated welcome campaign contributed 35 per cent of the total revenue growth at Sportsco, with a 30 per cent increase in its database.

“They are pretty big numbers, but we are continually looking to see how we can improve,” West said. “Don’t overlook the basics, but make sure you have a partner with experience to provide that. If we want to improve the end-to-end customer journey, it’s important to work with a team that has had experience in being able to execute.”

Check out more of CMO's digital marketing case studies:

Don’t miss out on the wealth of insight and content provided by CMO A/NZ and sign up to our weekly CMO Digest newsletters and information services here. 

You can also follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page


Join the newsletter!


Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne

Rajat Kumar

Why flipping Status Quo Bias is the key to B2B marketing success

Read more

good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.

Tom Devid

Report: 4 ways to generate customer loyalty

Read more

Great post, thanks for sharing such a informative content.

CodeWare Limited

APAC software company brings on first VP of growth

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

What about this one I think it's a great platform providing a lot of options, you can collect different data and work w...

Salvador Lopez

Gartner highlights four content marketing platform players as leaders

Read more

Blog Posts

Marketing overseas? 4 ways to make your message stick

Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.

Cynthia Dearin

Author, business strategist, advisor

From unconscious to reflective: What level of data user are you?

Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.

Dr Selena Fisk

Data expert, author

Whose responsibility is it to set the ground rules for agency collaboration?

It’s not that your agencies don’t have your best interests at heart – most of them do. But the only way to ensure they’re 100 per cent focused on your business and not growing theirs by scope creep is by setting the guard rails for healthy agency collaboration.

Andrew Pascoe

Head of planning, Hatched

Sign in