Casualwear brand Lacoste is overhauling its online search strategy, ahead of European expansion of its ecommerce business next year.
The Pentland-owned casualwear brand, which launched its first transactional site just over a year ago, is looking to launch online language-specific offerings for its key European markets, including Germany, France, Austria and Switzerland next year but needs to appropriate its existing corporate, US and UK sites to consumers searches online before it embarks on any expansion.
According to Lacoste ecommerce marketing manager, Justin Vermaak, the brand’s search capabilities have been hindered by the ecommerce operation – shop.uk.lacoste.com – coming up in search results as a separate site to the corporate site. Although Google “can see all sites are important”, it doesn’t differentiate between product and corporate searches, he pointed out.
“It’s dividing and splitting our traffic. Product searches are driven within Google – most consumers are there to shop,” said Vermaak.
“We have a lot of searches on footwear and polo shirts – two key revenue drivers – but we’re not receiving enough traffic on those two fronts,” Vermaak added. “We’re spending marketing budget on driving traffic through and the faster we can improve on the SEO capabilities, the faster we develop a more a consistent level of traffic.”