The National Gallery Shop - growing online sales by 242%

To drive sales and reach new customers, the Williams Commerce team recommended Google Ads and developed a tailored strategy to relaunch the first Google Ads campaigns in early 2023. By having a clear understanding of the National Gallery Online Shop’s audience, the Williams Commerce team were able to expand their typical online customer base, beyond people who are already familiar with and are interested in arts/culture, to people who are shopping online for gifts and home décor.

 The final channel the Williams Commerce Digital marketing team reviewed the strategy of to drive revenue was Affiliates marketing (which we manage directly through the AWIN platform). This covers weekly publisher approvals, regular email blasts to publishers promoting new products, creative assets and fostering better engagement, as well as conducting weekly GAP analysis to invite new publishers to the programme. To drive further Affiliates marketing growth, we also support the creative strategy by recommending which new assets should be created and used within the AWIN platform, based on reviewing best-performing products, publishers and considering which creative assets have performed well on other channels.