CASE STUDY – OMRON

Getting to the Heart of the Matter

How MarketForce and Astound Commerce helped put OMRON’s HeartGuide on top

15% INCREASE IN SALES
DURING FIRST THREE
DAYS POST-LAUNCH
54% yoy increase
in traffic
4X HIGHER THAN AVERAGE
CLICK-THROUGH RATE ON
MARKETING EMAILS

Business Environment

Digital technology has utterly transformed health monitoring, with a multitude of devices now allowing consumers to track general fitness levels and a wide range of vital health indicators. But even in this crowded field, one device stands out: the OMRON HeartGuide, the world’s first clinically accurate wearable blood pressure monitor.

Challenge

Even with a clearly superior product, OMRON knew the ecommerce challenges facing HeartGuide were considerable. The wearable health monitor sector is highly competitive, and consumers are often perplexed by the number of choices, their capabilities, and their applications to specific situations. OMRON decided to forego traditional retailers and proceed with a direct-to-consumer approach. The company reached out to MarketForce, an agency within Digital River recently acquired by Astound Commerce, for the expertise it needed to implement its strategy.

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Strategy

Our team coordinated with other agencies hired by OMRON to facilitate the launch, focusing on a four-stage rollout aimed at maximizing HeartGuide pre-orders. Multiple programs were deployed: SEO services, email marketing, paid media, affiliate marketing, and creative services.

Execution

The team enhanced HeartGuide’s brand story by creating a compelling product detail page and maximizing their position in organic search, capturing visitor emails to remarket users once pre-orders went live, and establishing a targeted email campaign to notify interested subscribers of product release. Additionally, Astound integrated product reviews in the product detail page following pre-order launch, released announcement letters from affiliate partners, and enabled branded and non-branded paid search 10 days prior to the pre-order launch date to drive interest and capture additional email addresses.

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Results

  • Exceeded original sales projections by 300 percent during the first three days post-launch
  • Achieved a click-through rate on marketing email that was 4x higher than the OMRON average, establishing the email effort as the company’s leader in revenue and KPI
  • Posted a 54 percent year-over-year increase in traffic
  • Established 20:1 return on ad spend across the paid search channel specific to the HeartGuide offering
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