ARC Inspirations are a staple of the Northern bar scene with 17 sites across their 3 brands. Operationally they're nailing it having just announced their most successful trading year to date, but digitally they were behind the curve.
They charged us with delivering a ‘Nobody does it better’ 3-year digital strategy to build their Banyan, Box and Manahatta brands, improve customer loyalty and drive value and efficiencies through all areas of the business via a complete digital transformation project.
A formula for success
With ambitious targets in place, driving improvement in all areas was essential. We identified three key metrics that we could positively impact to drive growth; traffic, conversion rate, and average spend.
Improving just one of these alone wasn’t going to get us the results we needed, but we knew that combining them could have a huge impact on revenue and market share.
Under the hood
As well as complete overhaul of the design and user experience we took care of everything behind the scenes too. This covered key areas such as ensuring a seamless SEO migration, numerous optimisations for speed and mobile first browsing, and comprehensive tracking for reporting on ROI.
We also delivered a bespoke content management system that gives the ARC team the flexibility to quickly and easily update content whenever it’s required.
Driving organic traffic
Engaging new guests was key to driving increased traffic, and we identified organic search as a channel with huge untapped potential. Local SEO was key here; we claimed, reviewed and updated all the Google My Business listings and added extra value by supplementing key business information with more specific amenities.
Our other focus area for growth was increasing non-brand keyword visibility, to gain awareness with new customers looking for services ARC offered. By optimising site content for relevant keywords like ‘bottomless brunch Leeds’ and ‘cocktail bar Leeds’, we could improve rankings and push the domains into Google’s highly coveted Local Pack.
You can see positive impact these changes are already having below.
Average SEO results for all sites Q4 2019
- 301% Discovery impressions
- 51% Website visits
- 49% Direction requests
Connecting the dots
When building an effective and scalable platform that supports multiple brands like with ARC, it’s essential to consider all the various systems and technologies that are currently in use across the business and integrate as many as possible, often through their API.
This is particularly applicable in the hospitality sector, where restaurant groups will often rely on a number of these 3rd party providers to power their digital infrastructure. From EPOS and CRM systems through to online bookings and eCommerce, successfully connecting the dots between these systems and allowing the seamless transfer of data, marketing and otherwise, provides huge benefits and competitive advantage.
The diagram below illustrates how we effectively achieved this for ARC.
Planning for the future
ARC Inspirations’ digital growth plan spans three years, so we planned for a phased approach, delivering the most critical elements first while future-proofing for more ambitious improvements over the subsequent two years.
Increased paid search, advanced e-marketing and improved online booking functionalities have all been considered and scoped for in the work we’ve done so far, to ensure we’re in the best position to implement new updates over the course of this exciting project.
“Engage had a laser focus on the commercials throughout, ensuring every decision was linked back to ROI. This resulted in a digital platform that not only looks great but drives incremental revenue and increases market share”
Lucy Guest, Marketing Manager