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<h2 class="post-title">
How Qlixs Digital Revolutionized Palmer//Harding's Middle Eastern
Market with a Multi-Channel Marketing Masterstroke
</h2>
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<h3>Background</h3>
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<p>
Palmer//Harding was founded in April 2011 by Levi Palmer and
Matthew Harding, both alumni of London's Central Saint Martins.
The luxury fashion brand has dressed some of the world’s best,
including Michelle Obama. While they had a strong wholesale
business, their e-commerce presence lacked the structure needed
to scale their business. The goal of the project was to generate
stable revenue and scale into more international markets.
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<h3>Project Execution</h3>
<h4>1. Market Research and Analysis</h4>
<p>
Qlixs began with comprehensive market research to understand the
Middle Eastern audience:
</p>
<ul>
<li>
<b>Demographic and Cultural Insights : </b> Identifying key
demographics and cultural preferences.
</li>
<li>
<b>Competitive Analysis : </b> Analyzing competitors to
identify gaps and opportunities.
</li>
</ul>
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<h4>2. Digital Presence Enhancement</h4>
<p>
Qlixs focused on enhancing Palmer//Harding's digital presence to
appeal to the Middle Eastern audience:
</p>
<ul>
<li>
<b>Website Localization : </b> Optimizing the website for
Arabic and English speakers with culturally relevant content.
</li>
<li>
<b>SEO Optimization : </b> Improving search engine rankings in
the region.
</li>
<li>
<b>E-commerce Integration : </b> Setting up a seamless
e-commerce platform tailored to the Middle Eastern market.
</li>
</ul>
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<h4>3. Social Media Marketing</h4>
<p>
Social media played a crucial role in the marketing strategy:
</p>
<ul>
<li>
<b>Platform Selection : </b> Utilizing Instagram, Facebook,
and Snapchat.
</li>
<li>
<b>Influencer Collaborations : </b> Partnering with local
fashion influencers and celebrities.
</li>
<li>
<b>Content Strategy : </b> Creating visually appealing and
culturally resonant content.
</li>
</ul>
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<h4>4. Paid Advertising Campaigns</h4>
<p>Qlixs implemented targeted paid advertising campaigns:</p>
<ul>
<li>
<b>Google and Social Media Ads : </b> Running targeted ad
campaigns with localized ad copy and creatives.
</li>
<li>
<b>Influencer Ads : </b> Leveraging influencer-sponsored
posts.
</li>
</ul>
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<h4>5. Email Marketing Campaigns</h4>
<p>
Personalized email marketing campaigns were designed to engage
existing and potential customers:
</p>
<ul>
<li>
<b>Newsletters : </b> Regular newsletters with updates and
exclusive offers.
</li>
<li>
<b>Automated Campaigns : </b> Automated email sequences for
cart abandonment and post-purchase follow-ups.
</li>
</ul>
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<h4>6. Offline Marketing Integration</h4>
<p>Qlixs also incorporated offline marketing strategies:</p>
<ul>
<li>
<b>Pop-up Stores and Events : </b> Organizing exclusive pop-up
stores and fashion events.
</li>
<li>
<b>Partnerships with Luxury Retailers : </b> Collaborating
with renowned local retailers.
</li>
</ul>
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<h4>7. Data-Driven Approach</h4>
<p>
Qlixs utilized a data-driven approach to optimize the marketing
strategy:
</p>
<ul>
<li>
<b>Analytics and Reporting : </b> Regularly analyzing campaign
performance.
</li>
<li>
<b>Customer Feedback : </b> Collecting and incorporating
customer feedback.
</li>
</ul>
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<h4>8. Cultural Sensitivity</h4>
<p>Ensuring all marketing efforts were culturally sensitive:</p>
<ul>
<li>
<b>Content Review : </b> Reviewing content to ensure it
resonates with cultural and religious sentiments.
</li>
<li>
<b>Brand Ambassadors : </b> Selecting culturally relevant
brand ambassadors.
</li>
</ul>
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<h4>Specific Middle East Expansion During Ramadan</h4>
<p>
While steady growth was observed month-on-month, the highest
growth for Palmer//Harding came from their expansion in the
Middle East during Ramadan. Ramadan is a significant spending
and gifting period, making it the perfect opportunity to expand
and capture a larger market share.
</p>
<ul>
<li>
<b>Ramadan-Specific Campaigns : </b> Crafting specific
campaigns with localized ad copy and creatives.
</li>
<li>
<b>Core Values of Ramadan : </b> Focusing on the core values
of Ramadan to create a personalized touch and promote sales.
</li>
<li>
<b>Audience Targeting : </b> Creating Ramadan-specific
audiences in Klaviyo from previous purchasers and engaged
audiences.
</li>
<li>
<b>High-Quality Acquisition : </b> Using Klaviyo’s shared
audience feature to build high-quality acquisition and
retargeting audiences on Meta and Google.
</li>
</ul>
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<h4>Results</h4>
<p>The focused strategy resulted in significant growth:</p>
<ul>
<li>
<b>March Sales : </b> A 46% increase in Shopify sales, largely
driven by the Middle Eastern expansion.
</li>
<li>
<b>Post-Ramadan Sales : </b> A 91% increase in the weeks
following Ramadan, with a total ROAS reaching 13.92.
</li>
</ul>
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<td>Industry:</td>
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<td>Location:</td>
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<td><span>250 employees</span></td>
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