Euronics | Multi-Channel Marketing

Case Study

Communicating with customers in a variety of ways means they’re more likely to notice and interact with your brand. Get more from your marketing budget by combining media like web content, emails, social media, print, online advertising and TV.

The multi-channel approach works because the combined effect is greater than the sum of its parts. And customers like it too. Read on to find out more.

Euronics: Your Local Electrical Store

Euronics Logo

We’ve been working with Euronics, the largest electrical buying group in Europe, since 2012. They have around 1,100 independent electrical stores in the UK, many of which are family owned and have been around for generations. The brand has strong ties to local communities, with stores on high streets up and down the country.

Independents working together has major benefits for Euronics customers – local shops offering the biggest names in electricals with unbeatable service. The group is similar to a cooperative in many ways.

Because the stores all specialise in electricals, you’ll find a level of knowledge you won’t easily find elsewhere. Staff will help you make the right purchase, as well as delivering and installing your item, and disposing of your old appliance.

Euronics sell all sorts of electricals, from kitchen and laundry appliances such as washing machines and fridges, to smaller items like toasters, as well as TVs and audio products. Many of the products are exclusives and can’t be found elsewhere. The focus is on quality and price, and there are lots of great deals, competitions and promotions all year round.
Find your local Euronics store here.

Proven Results

The independents in Euronics work together to produce a great result for their customers. Multi-channel marketing works in the same way – combining a variety of methods to make a bigger impact.

The combination of Euronics’ in-house marketing team and Mitra works well too. Regular face-to-face meetings and conference calls ensure we’re able to give advice at every stage. We’ve helped the brand achieve impressive increases in performance consistently over the last few years.

Traffic to the Euronics website is up significantly year-on-year, as it has been over the three years we’ve worked together. That’s no mean feat, especially when you consider that the site gets millions of visits annually and is competing with blue chip brands in a tough industry.

Euronics Traffic Growth

The Approach

To make sure they get the best possible return on their marketing spend, we’ve helped Euronics develop a multi-channel strategy. This involves high-quality copywriting, specialist SEO, email marketing, online ads and social media. It also ties in with their print and broadcast media campaigns.

With large ecommerce sites like this, products are added to the catalogue virtually every week. Many sites rely purely on manufacturers’ specifications to provide the content for product pages, but for Euronics, we’ve written a unique description for every single one. This really helps customers make better buying decisions, and shows the search engines we’re adding real value.

Website Optimisation and SEO
Google, Bing and other search engines like sites they can explore easily, with no duplicate content or technical problems. The Euronics site is constantly changing as new products, promotions and pages are added; we run regular reports and checks to ensure everything is as it should be, and keeps up with rapidly changing search engine algorithms.

Website Optimisation and SEO

Email Marketing

For Euronics, emails are a brilliant way to connect with customers, promote offers and share content. Often working alongside a print leaflet, email delivers high-quality messaging with luxurious design straight to the consumer’s inbox.
Developing email lists is just as important as sending the emails themselves. Running competitions is a great way to do this, as well as making sure the newsletter sign-up message is optimised.

Email Marketing - Euronics


Euronics - PPC

Pay-per-click advertising on Google AdWords helps Euronics high street stores compete with other big names and multiples. Remarketing banner ads keep the brand at the forefront of customers’ minds while they’re surfing the web, while shopping and text ads advertise particular products.

Online ads give a lot of flexibility, allowing Euronics to allocate their budget to the key times of year in each marketplace.

Social Media
While social media doesn’t sell products on its own, it’s important for showing customers you care. Savvy consumers often research a brand’s social media profiles before making a purchase.

Euronics regularly get hundreds of likes, shares and retweets on their posts, and we’ve designed a number of competitions on Twitter and Facebook to drive engagement.

Euronics - Social Media

Bringing it All Together

Multi-channel marketing works because different approaches combine in mutually beneficial ways. For example, if Euronics have an offer they want to promote, all their marketing channels are involved and cross-supporting each other:

  • Past competitions mean there are more people on the email list and more subscribers to Euronics’ social media profiles. The number of people who can initially hear about the offer is increased.
  • Email gets the word out about the promotion, sending information straight to the inboxes of potential customers. The email links direct to the promoted products.
  • Each product has a high-quality landing page with unique text. The quality of the content means more people are likely to take up the offer, both online and in store.
  • SEO ensures as many people as possible visit the website from search engines. A large proportion will see promotional banners on the homepage and elsewhere. Many of these searchers will use the website to find their local high street store.
  • Website visitors will see remarketing banners on other websites to reinforce the messaging.
  • Print and TV advertising drives traffic to the website and generates footfall in store, where the promotion is advertised at point of sale.
  • Searches for the Euronics brand name, driven by TV and print, are better served by optimised ads and web pages in search engines.
  • Social media posts generate engagement and discussion. This generates positive feedback, and people share the offer with their friends. This multiplies the effect of the promotion, like ripples on a pool.
  • PPC ads such as those on Google AdWords promote the products that are on offer and gain prominence just at the right time, regardless of who the competitors are.

This multi-channel approach serves customers and Euronics members alike – delivering the right offer, in the right place, at the right time – and all with efficient use of budget to ensure maximum return on investment.

For great deals on electricals, visit the Euronics website and find your local Euronics agents on the store finder. Or to discuss a multi-channel approach for your business, contact Mitra.


paul fildes - rug doctor

Paul Fildes, Rug Doctor –

Shortly after launching our new website, we started looking around for a competent SEO and digital marketing agency who were...

Paul Fildes

Rug Doctor


Paul Fildes

Rug Doctor

paul fildes - rug doctor
Shortly after launching our new website, we started looking around for a competent SEO and digital marketing agency who were familiar with the content management system we were using. After a lot of searching, we were recommended to try Mitra. They were guest speakers at events, actively talking to people on the net and sharing useful information with the outside world. All good signs! At the outset, we set a benchmark of where we were and where we wanted to be. Our old website had scored well in terms of visits – 400 a day on average – but the top keywords were people looking for our company by its name. Fifty per cent of our traffic came from someone actually punching in our website address. We wanted to attract a wider audience that would use more generic terms like ‘carpet stain removal’ and ‘carpet cleaning’. This is where Mitra did such a great job optimising the text on our pages and earning relevant links. We were given weekly updates of our progress and monthly review documents that monitored the results, which proved very useful for presenting at management meetings. We are currently averaging over 2,100 visits a day to our site and I have no hesitation in recommending the Mitra team to any company who want results.
caremark logo

James Lewis, Caremark Franchises,

Our target for our lead generating AdWords campaign was around 10 or more leads a month and this target has...

James Lewis, Project Manager Caremark Franchises


James Lewis, Project Manager Caremark Franchises

caremark logo
Our target for our lead generating AdWords campaign was around 10 or more leads a month and this target has always been achieved by Mitra. “The Mitra team have been able to generate our leads through AdWords at a reasonable cost per enquiry. In addition, the management costs of our PPC campaign are much better value compared with other agencies. “Our AdWords campaign has boosted our lead generation significantly. The leads provided come from multiple sources and have contributed an important part to our business development. “The overall AdWords account management is very good and communication with Mitra staff members has always been brilliant. The Mitra team always go above what is required, including concise emails and responding quickly to queries regarding the account.” James Lewis Project Manager
ID Band Company Logo

Mark Davison, The ID Band Company –

I set up The ID Band Company as I was always keen to stay safe while road cycling. With a...

Mark Davison The ID Band Company


Mark Davison The ID Band Company

ID Band Company Logo
I set up The ID Band Company as I was always keen to stay safe while road cycling. With a passion for this adventurous sport, wearing an identification wristband gave my family peace of mind, and I was able to enjoy cycling without worry. I wanted to offer sports enthusiasts and people with medical conditions and allergies high-quality, wearable ID that would stand the test of time. Durable enough for virtually any activity, our sports wristbands and beautiful jewellery are made with the finest materials. Crisp, clear engraving of the person’s in case of emergency details along with the well-known medical alert symbol, ensures our jewellery is easily spotted if someone needs medical attention. Suitable for a wide audience, including men, women and children, we now have the widest range of medical alert jewellery in the UK. Our large e-commerce website needed effective promotion to get our products out there. I’m always busy managing the team and working on new products, so I needed a company who could look after all aspects of marketing for me. Mitra Marketing were able to take care of everything from email marketing and social media management to PPC and SEO. Competitions have also enabled us to develop relationships with schools and sports clubs, expanding our reach. The Mitra team were able to build relationships with groups, charities and interesting individuals as a form of PR to produce high-quality and relevant content for our blog. Our e-newsletters now contain interesting stories direct from our customers, helping us get to know our target market and create a friendly face for The ID Band Company brand. Mitra Marketing have helped us significantly in terms of multi-channel marketing and PR. I would recommend them to any company who want the pressure of marketing taken off their hands. Mark...

Simon Jacobs Managing Director Nexxia Audio Solutions

“I’ve always found Graham and his team to be very efficient – always offering an honest opinion about Google services...

Simon Jacobs
Managing Director
Nexxia Audio Solutions


Simon Jacobs
Managing Director
Nexxia Audio Solutions

“I’ve always found Graham and his team to be very efficient – always offering an honest opinion about Google services and SEO. They are very professional and willing to work with their customers. “I have been working with Mitra for a number of years and highly recommend them for online marketing and SEO work.” Simon Jacobs Managing Director Nexxia Audio Solutions

Kris Theophanous, Managing Director of Tracks-Direct

"The quality of the work that Mitra complete for us has been of a very high calibre,” says Kris. “In...

Kris Theophanous,
Managing Director of Tracks-Direct


Kris Theophanous,
Managing Director of Tracks-Direct

"The quality of the work that Mitra complete for us has been of a very high calibre,” says Kris. “In the world of SEO it is very hard to find a company that can be trusted – Mitra have earned our trust and are worthy of it.” Kris Theophanous, Managing Director of Tracks-Direct

Creating great visual content is critical in marketing. Discover the best photo editing apps:…
- Monday Apr 23 - 4:01pm

Want to know more? Contact us today on 01743 242135