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Slippers, style, and SEO: crafting a direct-to-consumer success story

Background

Jacobs & Dalton, a British retailer specialising in luxury sheepskin products, sought to establish a direct-to-consumer online presence. Based in North Yorkshire, the company produces high-quality homeware, slippers, boots, and baby products under its parent company. Despite having premium products and an experienced team ready to handle demand, Jacobs & Dalton lacked the digital infrastructure to sell directly to UK consumers in 2019.

Objectove

The objective was twofold: to design and develop a user-friendly e-commerce website and to implement a comprehensive digital marketing strategy that would drive sustainable growth. Jacobs & Dalton needed a robust platform to effectively showcase their premium products and achieve the following goals:

By addressing these objectives, the aim was to create a foundation for long-term growth and a loyal customer base.

Solution

Bronco, a full-service digital agency, was entrusted to manage every aspect of Jacobs & Dalton’s digital transformation. Our approach combined creativity, technical expertise, and strategic marketing to meet the objectives outlined. By integrating website development with a comprehensive digital strategy, we ensured all efforts worked in harmony to drive impactful results.

Crafting the digital storefront

The cornerstone of Jacobs & Dalton’s transformation was the development of a sleek, user-friendly e-commerce website. We prioritised a mobile-first approach to ensure seamless usability across devices. The website was designed to reflect the brand’s premium nature, with optimised product pages and high-quality visuals that effectively showcased their diverse range of sheepskin products. An engaging blog section was added to enrich the user experience and support the brand’s content-driven SEO strategy.

Boosting online visibility

To establish Jacobs & Dalton as a leader in their market, we implemented a robust SEO strategy centred on organic growth. This involved creating keyword-rich content for landing pages, launching a “Tips & Ideas” blog to attract a wider audience, and fine-tuning the site’s metadata and structure for better search engine rankings. Our efforts in digital PR further amplified their visibility, securing placements in national and niche publications to enhance authority and credibility.

Driving targeted traffic

Paid media campaigns played a pivotal role in driving immediate results. By transitioning to Performance Max campaigns on Google Ads, we achieved a significant increase in purchases. Paid social campaigns complemented these efforts, generating high ROAS and expanding the brand’s reach. In parallel, influencer marketing leveraged platforms like TikTok to authentically engage audiences and drive conversions. This multi-channel approach ensured a steady stream of targeted traffic and measurable outcomes.

Outcome

Over nearly five years, Jacobs & Dalton experienced remarkable growth and success as a result of the comprehensive digital marketing strategy implemented by Bronco. The SEO efforts led to a 500% increase in organic traffic and a 350% increase in organic revenue within the first 12 months. In a recent 12-month period (2023-2024), the website attracted 104,000 visitors from organic search, accounting for 55% of user acquisition, with a 45% click-through rate from organic traffic.

Digital PR initiatives enhanced brand recognition and demand, while influencer marketing campaigns resulted in products selling out within days and a 42% increase in monthly revenue. Paid media strategies achieved a 160% increase in purchases and a 600% ROAS. Organic social media efforts effectively engaged audiences and supported multi-platform promotion. Email marketing drove up to 41% more purchases during sales, and online reputation management led to a 581% increase in positive reviews.

Bronco’s holistic approach to digital marketing has enabled Jacobs & Dalton to thrive in a competitive market, showcasing the power of integrated strategies and expert execution.

Update – In Q2 2025 management changes within Jacobs & Dalton resulted the transfer of all marketing in-house alongside the launch of an updated website.

What really sets Bronco apart is how responsive they are, keeping us in the loop at every stage of the process and providing regular updates on campaign performance. It’s clear that they truly care about our brand’s success and are always willing to go above and beyond to help us achieve our goals.

James Waylett Jacobs & Dalton