Traiteur Bastiano: an unseen business boost that lasts beyond corona times
Bastiano is an Italian-style caterer and hot spot for food lovers in Bonheiden. Not a restaurant or bar, but you can buy delicious preparations and products. Debby Swinnen runs the place with so much passion that even Gault Millau noticed. They awarded the business a star in their Cahier POP, which lists the best gourmet, street food and fast food addresses.
When corona showed up in early 2020, suddenly there had to be a quick switch. Everything closed, only take-away was still allowed. 'Ironically, that forced switch was the beginning of an incredible business boost for Bastiano,' Debby looks back on the periods when she was ClickForest engaged. 'I knew I had to surf the take-away waves and had to have a digital platform to do so, but I couldn't get any further than some bricolage in Wix. By chance I ran into Frederiek somewhere during a delivery, to which he said he didn't know we did home deliveries. That's when I knew: I'm not doing it right, this needs to be publicized harder. Frederiek turned out to be the man to help me out.
From Wix to Shopify
The first step was to consign the Wix platform to the trash and create an e-commerce environment in Shopify. In it, an ideal hybrid of webshop and website was put down, with a neat overview of all products available for take-away and pickup. The advantage of Shopify is that it is very sales-oriented. 'In no time Frederiek set everything up. Very functional and it looks nice too," Debby reflects.
Next step: advertise but
'If possible, even more punishing was the speed and efficiency with which Frederiek set up our advertising strategy. What and how he did it all is beyond me, but I can say that we immediately reaped the benefits. Obviously the corona factor will have helped, but at the same time, the orders never stopped, even today. Before corona, I could count digital orders on the fingers of my one hand, then order volume increased tenfold at peak times.
The advertising strategy, by the way, is not an enigma, but simply a logical implementation of best practices. Where Debby has to pause for a moment, we explain our approach:
We always start at the top of the sales funnel with the organization of our ads, in order to be as cost-efficient as possible. After all, conversion ads cost a lot more than reach or traffic ads.
Awareness (reach) Here we generate interest in Bastiano from new users. With these ads, we tell users why Bastiano is so valuable. Here we show the ad to as many people as possible in our broad target audience.
Consideration (traffic) With these ads, we make people think about Bastiano and look for more information. With these campaigns, we encourage people to visit the website.
Conversions Here we use two types of ads:
Conversions: we encourage people to perform a specific action on Bastiano' s webshop. Examples include adding to your shopping cart or making an effective purchase.
Catalog sales: we display products from the webshop catalog to generate sales.
The old business is back, the digital business remains alive and kicking
Meanwhile, anno 2022, the long-awaited kingdom of freedom has arrived and takeaway orders and deliveries are still running like clockwork. The business segment of family and communion parties has also picked up. 'We really know what to do, week in, week out and on weekends,' Debby beams, 'Frederiek kept thinking and adjusting all this time, adjusting advertising budgets, pulling all possible information from Google Analytics to do even better. I will be eternally grateful to him for the boost he gave Bastiano.'
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