Outperforming previous year helps to prepare for strong new year


Anfield Shop saw an approximate 37% year-over-year revenue increase in 2019 when compared to 2018. The advertising strategy gave Anfield Shop the bottom-line revenue they needed to hire new employees, invest in direct-to-garment printing equipment, and move to a larger headquarters to support their rapid growth.


With their paid advertising performing so well and continuously growing, Anfield Shop is focusing on offering a better and more experiential shopping experience. Due to their current growth, Alisha and Josh are also working on building a healthier company by continuing to refine their business processes, and work on creating a more experiential shopping experience.


“I was very jaded after a while with a lot of the companies that I worked with.” Alisha explained. “It was different with Alpine because, as a small business owner, if you know the company you’re working with is working for your success just as hard as you are, it just isn’t as scary.”


2019 Performance Marketing Impact


  • 56% increase in bottom-line revenue
  • 68% increase in transactions
  • Est. 63% lift in brand awareness
  • 5.1x Return on Ad Spend (ROAS)


The Challenge

With $1,000 as an initial investment, and ready to leave a 3-hour commute behind, the married mavericks behind Anfield Shop’s beginnings set up shop in 2010. Nine years later, they supply Liverpool Football Club fans with an extensive selection of officially licensed LFC gear. Being diehard Liverpool fans themselves, it’s been a dream come true to serve the North American segment of “the world’s biggest football family.”


Anfield Shop has seen great success in the last few years, requiring them to move to a new and more spacious headquarters. Alisha and Josh Weiss take pride in bringing people joy through their products and providing a means to make a living to their 15 employees.


Maintaining growth through major business change


“We spent a significant investment on capital,” said Alisha Weiss, President of Anfield Shop. “I originally designed the system for this 6-8 years ago, and it was not built for a company of 15.”


On top of that, Anfield has some heavy hitters to compete with online, like Amazon, Fifth Sun, and Dick’s Sporting Goods. As a small business, Anfield understood that competing with these larger competitors will always be a challenge, one that requires expert maneuvering and a heavy online presence. All of these changes consumed time, manpower, and other resources. Anfield Shop couldn’t afford to run their advertising in house. However, with all of their plans for the future, they also couldn’t afford to hand over their performance marketing to the wrong company.

The Process

All of Anfield Shop’s internal changes and new developments left little spare time in Alisha’s schedule. But she knew she could rely on Alpine. Alpine’s unique approach produced a robust campaign structure rooted in a blended strategy of search,PLA shopping, and remarketing campaigns. This blended approach allowed Alpine to diversify its efforts and target broader search terms in some channels and more specific terms in others. Due to the precision of the 12-step process, Alpine was able to analyze, plan, and modify what was already working for Anfield Shop over time. They used Anfield’s momentum to improve their results.


Before Anfield partnered with Alpine, they had a single Google Shopping campaign that was capturing largely branded and very specific long tail traffic. Alpine segmented campaigns out by product types as well as devices and implemented query-based sculpting. Query sculpting is an advanced Google Shopping strategy that involves routing and scaling bids for higher value queries.


Alpine also developed a robust, segmented search campaign strategy that provided greater coverage to all available product categories with the ability to react quickly to changes in product availability, team performance, and other internal data. Product data was also optimized according to best practices and Google Merchant Center requirements. This included, but was not limited to, adding product variants, enhancing product titles and descriptions, adding structured product categorization, leveraging custom labels and implementing custom rules to resolve data integrity and conflict issues.


Finally, various bidding strategies were tested. They determined the best approach required manual CPC layered with custom scripts that factors internal data such a stock levels, product popularity and demand, as well as product level profit margin.

The Solution

Outperforming previous year helps to prepare for strong new year


Anfield Shop saw an approximate 37% year-over-year revenue increase in 2019 when compared to 2018. The advertising strategy gave Anfield Shop the bottom-line revenue they needed to hire new employees, invest in direct-to-garment printing equipment, and move to a larger headquarters to support their rapid growth.


With their paid advertising performing so well and continuously growing, Anfield Shop is focusing on offering a better and more experiential shopping experience. Due to their current growth, Alisha and Josh are also working on building a healthier company by continuing to refine their business processes, and work on creating a more experiential shopping experience.


“I was very jaded after a while with a lot of the companies that I worked with.” Alisha explained. “It was different with Alpine because, as a small business owner, if you know the company you’re working with is working for your success just as hard as you are, it just isn’t as scary.”


2019 Performance Marketing Impact


  • 56% increase in bottom-line revenue
  • 68% increase in transactions
  • Est. 63% lift in brand awareness
  • 5.1x Return on Ad Spend (ROAS)


Skills Used

Paid Ads,Google Shopping,Paid Ads,Web Development,Web Development,Web Development,Email Marketing

Industry

Sports, Outdoors & Fitness

Results by the numbers

See what Mayple
can do for you

Put your e-mail in and we'll arrange a consultation call for you

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

More Case Study

3.5

ROAS

Loctote

Founded by CEO Don Halpern, the company's chief competitive advantage is their products' unique patented features and material that prevent the bag from being opened or broken into. Their product features are unique and cannot be found with any other companies on the market. In 2017, Loctote was featured on Shark Tank where they successfully garnered an investment deal with Shark Tank investor Robert Herjavec. The company successfully established eCommerce and wholesale distribution channels but needed help improving the profitability of their paid advertising strategy for their eCommerce channel. When we began working with the Loctote company, they were experiencing issues that were interfering with the profitability of their paid advertising channels. While the company’s initial online advertising campaigns had been successful in the beginning, over time due to the increasing complexity and competitiveness of advertising platforms, the ad campaigns had declined in performance. Due to these issues, the company was experiencing a downturn in online revenue, an increase in wasted ad spend, and a decline in ROAS across all online advertising channels.

GreenBuildSA

Develop a brand image and online pressence.

StubHub

This client did not have a well coordinated SEO program. The client needed support to prioritize all SEO their SEO recommendations and provide the off shore team with organization and the ability to implement SEO governance across the organization.

1.22

ROAS

Peek Kids

Launch a new Peek Kids, ecommerce web sites. Find and grow customers

U.S. National Whitewater Center

Tucked away in the heart of North Carolina, the U.S. National Whitewater Center, a nonprofit organization, thrives on an unwavering commitment to fostering outdoor access for all. Their mission is as grand as it is noble: to build resilient communities through the promotion of healthy and active lifestyles, environmental stewardship, and the celebration of family and civic togetherness. The Whitewater Center understands that we all share a common genetic code compelling us to explore the great outdoors and share these experiences with others. Their approach is simple yet profound: make connecting with nature compelling and accessible, and extend an open invitation to all. This is the story of how Mayple helped revolutionize their approach to email marketing, turning it into a catalyst for more profound connections with their audience.

Roots Natural Kitchen

Roots Natural Kitchen, a fast-casual restaurant chain specializing in salad and grain bowls, faced email marketing challenges that hindered their growth and engagement. This case study delves into their collaboration with Mayple, leading to substantial enhancements in email design, audience segmentation, and overall email marketing strategy.

The Redux Group

The Redux Group, a real estate group in the DC area, faced challenges in consolidating audiences for improved tagging and segmentation. The Marketing Specialist overseeing events and email marketing sought assistance.

Blue Coffee Box

Blue Coffee Box, a subscription box coffee service, faced challenges in cleaning up dead emails, setting up journeys, and selecting relevant customers. The full admin behind the scenes sought Mayple's assistance.