Little Greene are a distinguished leader in the paint and wallpaper industry for their luxury products and for proudly adhering to eco-friendly practices. 

While the company is based in the UK, they have extended their reach over the years, with their products now available online, in-store, and with selected retailers in multiple countries. Their status as industry leaders has taken time to build and has only been made possible due to their commitment to adapt to change and eagerness to be at the forefront of innovation.

Helping Little Greene continue to push boundaries and innovate has been our priority since the beginning of our partnership almost a decade ago. Over the years, we have undertaken a journey of business transformation with Little Greene, utilising several of our services to propel their business forward. 

Little Greene initially challenged our team with wanting to boost their online sales to match their offline sales. Their subsequent goals included increasing their brand visibility, improving their global operations and enhancing their users’ experience and journey. 

Since then, the paint and paper company has continued to grow and adapt, wanting to implement a full digital transformation, feeling that they needed to become more digitally present. 

Little Greene migrated their outdated Magento 1 (now known as Adobe Commerce) to a modern and stable version of the platform as part of this transformation. Social media was used alongside influencer marketing to expand their reach.

More recently, Little Greene wanted to turn their attention to optimising the reporting of their online presence whilst ensuring compliance with GDPR on users' data with their transition to GA4. The paint and paper company wanted to maintain data accuracy and continuity whilst ensuring customer privacy.

Adobe Commerce:

Prior to any other work, we needed to build Little Greene an eCommerce site that could service the organisation's global operations and future growth plans. 

Using Adobe Commerce, we migrated their previous digital estate onto the new platform and streamlined business operations by reducing the administration required to serve multiple platforms. The newly integrated website ensured Little Greene was well-positioned to capitalise on increasing eCommerce sales.

Branding:

Our in-house creative team finalised the now instantly recognisable branding, which is now used across all of Little Greene's digital platforms. The site was built with a fully responsive design to provide an optimised browsing experience for all devices.

Marketing:

Conducting a detailed SEO audit meant we could implement ongoing marketing improvements to boost brand visibility in search rankings. It also revealed issues with keywords and formatting, which we would then rectify. Once the fundamental concerns were addressed, we could expand into innovative tactics to further optimise the site for search.

By defining Little Greene's key user stories, we identified missed opportunities. Subsequently, we introduced two new landing pages to target two separate markets (paint or wallpaper). These landing pages simplified the user journey whilst providing key content indicators for search.

Blogger Outreach:

Incentivising the creation of quality content, we sought influential lifestyle and interior design bloggers to produce articles about Little Greene. This provided the website with quality backlinks whilst simultaneously boosting the brand profile, proving to be time and cost-effective.

Paid Advertising:

To optimise Google Ads performance, we targeted users with different intentions at different points of the consumer journey. This allowed us to utilise budgets more efficiently when pushing specific actions whilst giving the user a personalised journey.

We also tracked actions that eventually led to a purchase rather than focusing solely on the end goal. Tracking supporting goals enabled us to track performance from paid keywords that generated actions leading to purchases through other mediums and channels. This ensured a fully integrated marketing strategy in which Google Ads supported other marketing activities and generated conversions.

Email Marketing:

Setting up automated email campaigns was the next task to boost the brand's engagement and nurture a positive user experience.

Detailed follow-up emails were created throughout the customer journey aimed to create maximum consumer engagement.

Marketing communications were separated by topics including; 'Events', 'News and Launches', 'Inspiration' and 'Showrooms'. These were also translated into other languages for each territory in which Little Greene operates, such as France, Germany and the Netherlands. 

As we continued to work with Little Greene, the following steps involved elevating on what we had already accomplished and, with some new projects along the way, consistently and continuously advancing the brand.

Adobe Commerce Upgrade:

Following their successful Adobe Commerce build, we upgraded Little Greene to the latest version for security and to ensure they were on a supported version of the platform, as their previous version was coming to end-of-life.

Utilising our hosting and support services, Little Greene has the assurance that their website is running smoothly and up to the standard expected of the luxury paint company. 

Enhancing Design:

Wanting to simplify the extended buying cycle of the paint industry, we introduced a new unique design allowing customers to shop smoothly with intuitive categories such as 'warm neutrals' or 'greybased neutrals'. 

Integrating Prismic, a headless page builder, also enabled us to implement innovative tools such as a wallpaper and paint calculator, whereby users can calculate the amount of paint or wallpaper they require for their room.

These solutions eliminated the pain points of Little Greene's customers by providing a straightforward experience that removed the usual complex nature of purchasing paint and wallpaper, continuing to uphold Little Greene's position as a leader in their industry.

Personalisation:

Little Greene's strategy revolved around personalisation. Every touchpoint of the customer journey was personalised, from tailored product selections to inspiration sections adjusted to the customer's preferred colours. 

Using the personalisation platform, Nosto and payment solution partner Ayden, we enabled cross-channel interactions, creating harmony between online and in-store experiences, with customers being able to receive automated loyalty points and emailed receipts. Overall, this led to a 10.2% increase in user engagement and enhanced customer loyalty and trust.

Automation:

Email automation was vital in continuing to upscale the user experience of Little Greene's digital presence. Our efforts increased user engagement by 8.6% in organic sessions. 

After our initial automated email campaign success, we wanted to build upon what we had already achieved, so we implemented automation flows throughout the customer journey. 

For example, when customers request a colour card, they will receive follow-up emails offering a sample order in the same colours, then targeted with another email asking what size paint tin they need and what finish they would prefer to help move them through the journey to purchase the product. 

Supporting Customers:

Taking things up a notch, we implemented a live chat system designed to offer advice and assistance to customers, further enhancing their user experience. 

In addition to this, we introduced a Help and Advice Support Library, giving customers a wealth of knowledge to empower them to make confident decisions about their paint and wallpaper choices. This advice is available online and in their order confirmation emails, ensuring that customers feel supported and able to trust Little Greene throughout their journey.

What We've Achieved:

Through our work, we have managed to transform the overwhelming and complex customer journey and turn it into an enjoyable experience for Little Greene's customers, pioneering a new way to buy paint. 

Our hard work led to a 9.1% increase in new users and a 7.2% increase in purchase conversions in just four months.

View more details of our user experience work with Little Greene here.

Since our partnership with Little Greene began, one of their goals has been to increase their brand awareness. However, lacking in-house resources, they could not make the necessary changes to boost their brand awareness and drive traffic. 

Our social media team were able to bridge this gap. Firstly, using Facebook and Instagram ads to reach new audiences, we focused on engaging custom audiences with tailored ad copy. Using both offers and creative campaign positioning utilising video and imagery, we boosted the confidence of new buyers. This targeted approach tripled the number of sample colour card requests. 

Since then, we have continued to work with Little Greene on their social media accounts, producing engaging content that speaks to their audience with ideas such as colour inspiration from Netflix’s hit show, Emily in Paris, and satisfying paint pours.

We have continually set ourselves ambitious targets, which we have successfully accomplished.

Our work in numbers:

• Increased Instagram follower growth by 18% YoY
• Meta Reach increased by 79% YoY
• Over 515K Instagram engagements
• Over 11 million Facebook reach
• 5,362,070 video views on TikTok
  
  

Influencer Marketing:

Our most recent analysis has also highlighted how important our influencer marketing campaigns have been for Little Greene, with our influencer content coming out on top with our highest reach and engagement levels. 

We have secured 159 partnerships for Little Greene, including work with @katiepiper, @tanyaburr, @lilypebbles and @sjdooley. With over 417 pieces of content created so far and a combined audience of over 22.9 million followers, our influencer marketing work has produced staggering results for Little Greene, with our best-performing content amassing 2.7M views. 

Our strategic refinements, streamlining our processes and adopting a more selective stance in our collaborations have been the key to our success in achieving our objectives.

To remain on this growth trajectory, we will continue to produce content that produces positive results whilst monitoring the changing landscape of algorithms and adapting as needed, coupled with strategic enhancements to position ourselves in the best position for continued success.