60% Higher ROAS as a Department Store Goes Omnichannel

As customer expectations evolve, traditional department stores are under increasing pressure to deliver seamless digital experiences. 

A growing number of retailers are opening their e-commerce sites to third-party sellers. This marketplace model lets a retailer expand its product assortment without adding inventory costs. In Western Europe, marketplace sales rose from 35% of retail e-commerce in 2014 to 42% in 2022, according to Euromonitor, and marketplaces are expected to keep expanding. 

A leading European department store set out to reinvent itself as a modern omnichannel brand with a marketplace, combining the best of in-store and online experiences. 

The retailer wanted to build a credible e-commerce business and grow it continuously. It needed to: 

• Define a multi-year e-commerce strategy, including a merchandising and digital marketing plan. 
• Set up the technology foundations for online sales, payments and a marketplace. 
• Improve the user experience, resolve technical issues and increase conversion rates. 
• Broaden its online assortment by onboarding new sellers and strengthening existing categories. 
• Raise the performance of its digital marketing across paid channels, social media and SEO. 
• Base decisions on data. 

Sia helped the retailer transition from a physical business to an omnichannel model with a marketplace. Sia designed a five-year e-commerce strategy, with a merchandising and digital marketing plan, supported by a leading commerce platform, a payment solution and marketplace software. The work covered: 

• Customer experience and conversion: optimizing the user experience, solving technical issues and improving conversion rates. 
• Digital merchandising: onboarding new sellers, reinforcing current assortments and managing content. 
• Digital marketing operations: running the retailer's digital marketing and boosting performance across all paid channels, social media and SEO. 

The program delivered results. Notable achievements include a 60% increase in return on advertising spend (ROAS) and the launch of key sub-categories such as sneakers and lingerie. The approach was built on data-driven decisions and continuous growth, so that the retailer could keep expanding its online business and marketplace. 

By combining e-commerce strategy, hands-on digital operations and a data-driven culture, Sia helps traditional retailers turn their stores and brands into thriving omnichannel businesses.