Ambergreen has been appointed to implement a strategy to migrate online customers to the newly rebranded Boots.com website.
The Edinburgh-based internet marketing company initiated the campaign by carrying out research and analysis of the online market, after a request by Boots, in preparation for the change of name from Wellbeing.com to Boots.com.
Over the coming months Ambergreen will work with Boots.com to maintain visitor levels and increase qualified traffic and revenues to the site.
Ambergreen managing director, Tino Nombro, said: "Changing a domain name is a major undertaking and can result in loss of traffic and revenue from search engines, particularly on a site of this size, which comprises large numbers of pages and products. For this reason the transition must be professionally executed with the help of specialists. The aim being to rapidly return the site to normal traffic levels, following the inevitable fluctuations experienced during a change of name."
The re-naming of Boots.com took place during April and is currently being communicated to Boots' customers with in-store promotions and an email campaign to the site's registered users. Boots has also re-branded all online advertisements.
Ben Latham, Marketing Manager at Boots.com, comments: "We knew that there would be a drop in qualified traffic and revenues following the name change.
“It was essential that we return that traffic to normal levels and thus
minimise any impact to conversion ratios and customer acquisition costs, as quickly as possible. We selected Ambergreen as one of the few companies in the UK which can demonstrate the necessary professionalism and expertise in this field."