Distinction Helped Aqualisa to Close the Competitor Gap and Capture Market Share

Aqualisa is one of the UK’s leading shower manufacturers. Famous for pioneering product innovation and market-leading technology, their website and digital offerings were sadly left behind. They came to us after several years of decline, slipping behind rivals Mira and Bristan.

Then Distinction got involved.

The Brief

Aqualisa didn’t speak to direct customers very often. Without a direct-to-consumer (DTC) offering, they were out of touch with the market. Competitor reviews and performance benchmarks showed that Aqualisa were trailing behind its competitors.

Distinction’s brief was simple: to bridge the gap between Aqualisa and key competitors by setting a new standard.

The Strategy

Using an active strategy approach, Distinction quickly identified stakeholder needs, including end customers. Using this insight, they created an industry-leading digital presence to support various campaigns we had planned.

The Approach

Distinction’s approach was holistic, including SEO and paid search (PPC), organic and paid social, digital PR, and CRM/email marketing.

The Action

In addition to the holistic marketing activities you’d expect with any digital campaign, Distinction made several recommendations to improve the business model.

Without a DTC offering, Aqualisa had to target installers and specifiers, so Distinction set up an Installer Club to bring them closer. Gamification was used to increase engagement, with a particular focus on incentivising switching from competitor brands.

That didn’t stop them from targeting end customers though, which Distinction did through several award-winning campaigns such as #ObsessedWithShowers.

Aqualisa’s digital platform is now fit for DTC, giving yet another revenue channel.

The Outcome

The ROI for Aqualisa was immense. The new e-commerce site and complementary digital marketing campaigns delivered better than expected results; 262% increase in sales, 184% increase in conversion rate, 19% increase in average order value, 40% reduction in average cost per click, and 29% reduction in cost per acquisition.

About Distinction

Distinction is the digital product studio who’ll make you stand out. They work with clients to disrupt their sector, challenge the competition, and capture market share by delivering experiences users love.