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William May posts 250% growth in Christmas sales

Jeweller William May saw its sales climb by 250% year-on-year in November and December after its volume of orders rose by more than 200%. The company… View Article

FASHION

William May posts 250% growth in Christmas sales

Jeweller William May saw its sales climb by 250% year-on-year in November and December after its volume of orders rose by more than 200%.

The company also benefited from an increase in average order value of 134% in the period as customers bought more gift jewellery including personalised items. William May said jewellery featuring the word ‘Mum’ was particularly popular.

Nick Withington, managing director of William May, attributed the success to the company adapting its marketing channels.

He explained: “We changed to a more reactive paid media strategy, ensuring we were mirroring budget levels across all paid media platforms, with a strong motivation to keep increasing as long as we saw total ROAS levels were profitable. This really helped in November when we saw another lockdown announced, as well as having a busy Black Friday and Cyber Monday period.

“We also shifted focus on bringing back previous William May customers, with an aim to increase their lifetime value, which was supported through email marketing and social media campaigns.”

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