Re-developing the California Shutters brand

The Challenge

Each of TCMM’s brands were born out of a solid SEO differentiation strategy, allowing them to capture and dominate the shutters market quickly and effectively with challenger brands. However, following a COVID-boom, when many homeowners invested in properties, growth has slowed. Only marginal gains can be made using SEO alone in a market competing for a more limited audience.

The Solution

Alongside the creation of a new technology platform to support TCMM’s long-term growth strategy, true focused efforts on the positioning of each brand to ensure they can capture as much of the market as possible and make gains in conversion rates (and revenue). 

We led the brand strategy to redefine and evolve each brand; building this into the technology developments by re-designing each site as part of its re-platform. The first brand to launch has been California Shutters in Summer 2023, with Shutterly Fabulous due to launch in Spring 2024.

This initial brand development will be complemented by a wider marketing strategy, which further targets and focuses on the defined California Shutters demographic, their channels and media habits, including a broader SEO strategy focused on longer-tail keywords related to style and interior design.

User testing of the California Shutters site showed overwhelmingly positive feedback – calling out the attractive design, more premium, modern look & feel, and interior design-led aesthetics.