BUENO! DRY CLEAN SERVICES

Putting a spin on growth

Bueno! Dry Clean Services is a young brand in the dry cleaning space and allied garment care service segment offering premium clothing, cleaning and care using international quality standards. Having its presence in South Bombay, the brand went on to acquire another laundry brand and wished to increase the sales of its 5 store locations. We stepped in to take a load off their minds.

The Challenge

Bueno! came to us with a straightforward goal – to increase the sales of its 5 stores that provide premium laundry and dry cleaning services across Mumbai. When compared to the many local dry cleaning stores in and around South Mumbai, Bueno! services are comparatively extremely expensive. The brand wished to target both B2B and B2C segments. The website wasn’t suitable for marketing. Dominating local searches was one of the major challenges, given the size of Mumbai.

What We Did

We began by thoroughly understanding how the brand had been functioning in the past. We then narrowed down on a target group:

Females based in Mumbai, 25+ wearing designer brands and using dry cleaning services on a daily or weekly basis, not only on occasions.
Those who can afford premium dry cleaning are bound to have a house-keeper to take care of laundry services, however, the decision of which laundry provider to choose rests with the lady of the house.

We needed to expand the brand reach on social networks mainly Facebook and Instagram since that is a crucial touch-point for brand communication to upper class women. Needless to say, all of them were smart phone users. Apart from creating a social presence, we needed to be found on Google Search where people were actively looking for these services. We were also looking to explore Google channels such as AdWords, Google Maps, YouTube etc.

We started with redesigning the website to make it search engine friendly and more customer-focused. We wanted to make it easy for people to navigate and allow us to increase the conversion rate. With the new-mobile friendly website, it was easy to rank for desired keywords on search engines. We also worked on improving Local SEO and mapped all 5 locations on Google and Facebook Maps with the goal to make it easier for people to find the brand using branded and non-branded keywords such as “Dry Cleaners near me” to point to Bueno!

We also focused on collecting the data of our online users and website visitors, and further analysed their behavior to create similar audience profiles on different ad channels. We planned to retarget this demographic for future campaigns.