Loake Shoemakers
Suited & Booted: Heritage Meets eCommerce
Overview
Taking 140 years of craftsmanship into a digital future
For six years, JAA has worked with Loake to help a 140-year-old British shoemaker grow in a changing retail world. What began with the challenge of moving customers online during the pandemic has developed into a long-term partnership spanning eCommerce, store launches, the Loake Members’ Club and digital display. It’s a story of using modern media to grow a brand without losing sight of the craftsmanship and family values that make it distinctive.
The Real Problem
How does a heritage brand build a digital future?
When we started working together, around 80% of Loake’s sales came from physical stores. Lockdown suddenly closed them just before Black Friday, creating an immediate challenge – and a bigger opportunity to make eCommerce a more important part of future growth.
The Trait
140 years of craftsmanship is an advantage
Loake’s British heritage, handmade products and loyal following gave us something distinctive to build from. We used those strengths to engage existing customers while finding new audiences with an affinity for quality footwear and British craftsmanship.
The Strategy
Bring heritage retail into a digital world
Our first Black Friday strategy used Search, Social and Display to drive online sales. Since then, we’ve supported eCommerce, the Loake Members’ Club and new store launches – connecting digital growth with the continued importance of bricks-and-mortar retail
The Tactics
From search results to the City
Search, Social and Display capture and create demand online, while DOOH has taken Loake into its suited-and-booted heartland. City office placements included media close to its Lime Street store – supporting growth both online and on the high street.
The Results
A digital step-change with lasting impact
One of Loake’s most successful Black Fridays became the foundation for a partnership that continues today – growing eCommerce alongside stores and membership.
+84%
+125%
+108%
-41%
-
Over the last few years JAA’s expertise and dedication have been integral to our success in improving targeting, ROAS, and conversion tracking across our bought channels.
Together, you’ve helped us craft a strategy that resonates with our customer personas and preferences, leading to some fantastic results
