Ecommerce strategy and planning

To acquire new customers and sell more to your existing customers, you need an ecommerce strategy. Robertson Collaborate’s ecommerce strategy and planning process helps transform your business and make the most of your online customers, turning interest into action.

Our approach

Our approach is a mixture of deep-thought and coherent actions and is often as much about what you don’t do as it is about what you do. The plan will cover the following essential areas of:

  • How to acquire and convert new customers
  • How to retain customers and keep on selling to them

Our process

Underpinned by the Modern Marketing Model, the leading marketing methodology from Econsultancy, Robertson Collaborate’s ecommerce marketing planning process can help your business focus on the marketing it needs and how to deliver it.

  • Information Gathering: Understand the current scenario and desired outcomes aligned to your business purpose and goals.
  • Research and Analysis: Undertake market and competitor analysis, understand your target audience, and review existing marketing and online presence.
  • Innovation: Identify better or new ways of doing things or solve problems using proven frameworks and methodologies.
  • Recommendations: Review and gain approval from stakeholders. If required, help develop a business model to forecast commercial performance.
  • Action Plan: Finalise your 12-Month Action Plan with immediate priorities identified.
  • Plan Actioned: Execute, measure and evaluate.

The ecommerce marketing plan’s focus

Ecommerce marketing planning is for ambitious growth businesses looking to establish a new online business or grow their existing operation. We look at performance paid search, social and display advertising, and organic search engine optimisation (SEO) to make sure you get a return-on-investment from your acquisition budget, and conversion rate optimisation to turn interest into sales.

A similar approach is taken to customer retention. We segment and recommend the best way to engage with customers and encourage repeat sales, from the effective use of email to partner marketing, whether it is businesses with equal and opposite problems or commission-based affiliate programmes and white label services.

We also advise on channel distribution strategy, with a range of options available, including direct to consumer and popular marketplaces like Amazon. We help you choose the right ecommerce platform, building an ecommerce brand and the operational capabilities to sustain growth.

It is a holistic approach, underpinned by data and insight, that measures end results and not just vanity website visits.

The outcome

Making the plan work and bringing about a healthy return on your marketing investment is then all down to the order the plan is done in and how it is carried out – a part-art, part-science approach.

The plan will consist of a set of recommendations and indicate measurable performance metrics. And the detail makes all the difference to a successful plan; we’ll keep you right on all of this. Where specialist support is needed, we’ll recommend trusted partners specialising in, for example, web development, digital marketing or PR. It takes the right people with the right know-how to make it all happen.

Don’t want a full plan?

Our Snapshot Review is a quick and easy way to start marketing your business. After an initial chat, we put our thinking caps on and create recommendations that help you to achieve your goals. With clear, practical actions to follow, you’ll have confidence in your next marketing steps.


“Robertson Collaborate undertook a full marketing review for The Duvet Store. I was apprehensive the final report would simply reflect what we already knew: however, this was not the case. We now have a superbly presented ‘road map’ to help us drive the business forward with clarity and confidence. It is so helpful to have an outside opinion from real professionals who work hard and deliver exactly what they promise (and more).”

Gordon Lumsdaine
Managing Director, The Duvet Store

“Robertson Collaborate have been instrumental in steering AUTHOR through the early stages of its digital journey”

Jane Adams
Founder, AUTHOR

“Working with Robertson Collaborate we now have a website and online customer experience that matches the quality of our products. The Scott Brothers website is a continuously growing, essential part of our business, contributing a revenue of close to seven figures in the last financial year, and we look forward to continuing the relationship with Robertson Collaborate.”

Scott Jarron
Co-Owner, Scott Brothers

Case Studies

Please see our case studies to hear what our clients say about the difference we are making to their organisations.

Chroma Ventures Logo

Chroma Ventures

Chroma Ventures is an investment company which aims to channel flexible capital into a range of businesses with high growth potential. Robertson Collaborate provided marketing support to Chroma Ventures during their launch.

Beam Orthodontics

With its cutting edge and innovative practice, Beam has changed the face of orthodontistry in Scotland. Building on its excellent clinical service and patient care, Beam has grown rapidly and its marketing has been driven by Robertson Collaborate for over a decade.

Broker Insights

Broker Insights is a high-growth insurtech start-up. Its data and distribution platform acts as a digital marketplace connecting UK brokers and insurers. Working with Robertson Collaborate, it has put in place solid marketing foundations for launch and its growth.

Scott Brothers Butchers

Scott Brothers is a family-run butchers with three shops across Dundee and over 75 staff. Robertson Collaborate has worked with them to successfully build a B2C ecommerce butchers business serving both the national UK and local consumer markets.

Water’s Edge

Robertson Collaborate was outsourced “marketing director” for Tayforth Properties’ Water’s Edge development project, where Dundee’s oldest transit shed, known as Shed 25, was transformed into a new standard of workplace by Tayforth owners Chris van der Kuyl and Paddy Burns.

Thorntons Family Law

Thorntons Law is one of the largest independent full service legal firms in Scotland. Robertson Collaborate worked closely with the Thorntons Family Law team to shape its strategic direction, particularly for its online presence.