H&M

Transforming H&M’s digital presence

Harnessing Search Data to Drive £662m in Incremental Revenue for H&M
    Media
Challenge

When the pandemic drove a sudden boom in online shopping, high street stores such as H&M had to pivot to e-commerce to survive, but competing effectively amidst a cluttered market was challenging. H&M had started investing heavily in PPC, but this was not by itself a sustainable way to grow its brand online.

Insight

H&M saw strong conversion rates once consumers found its site, but it needed to overcome a massive choke point in the sales funnel – non-branded searches. H&M needed to shift to a digital-native strategy of winning through organic, unpaid search, which meant capturing non-branded product searches and appearing in Google's first page of results.

DELIVERING A CUSTOMER-CENTRIC DIGITAL SHOPFRONT

Our approach was to transform H&M's digital shopfront to align how shoppers search with how Google would connect them to H&M. To enable this, Digitas identified that H&M required comprehensive business transformation to connect all of the disparate parts of its organisation and overhaul processes and ways of working to enable its entire organisation to support online growth.
IMPACT
  • +£622M

    Incremental revenue over 5 years, almost twice the target

  • 25:1

    Profit Return On Investment

  • +1,594%

    Increase in page 1 non-brand Google rankings, 2.6x target

  • +35

    Business processes improved through SEO Business Transformation

Awards

  • Global market
  • Global Multi-Region
  • Euro Sustained Success: Products
  • UK Sustained Success: Products
  • Best Use of Search: Retail/eCom
  • Best Use of Search: Fashion
Digitas