Putting the spring back into Opera Beds’ Digital Performance

Opera Beds had a strong brand, a clear product portfolio and a long track record in their market, but they believed running Paid activity in-house was starting to limit growth. 

Although customers could buy online, the majority of sales were still being converted by an offline sales team. Opera needed to grow e-commerce revenue and increase the volume of high-quality online leads while reducing the cost per lead to a more efficient level. 

Alongside this, the business was preparing to launch a new product range aimed at a different, younger demographic. Based on Green Ginger’s retail expertise, the brief was to develop and execute a go-to-market strategy that would support diversification without diluting performance for Opera’s existing customer base.

Opera Beds needed a partner who could understand the nuances of their markets, apply best practices to their activity and connect digital performance directly to commercial outcomes.

Green Ginger Digital designed a tailored strategy for Opera Beds that increased online sales, reduced cost per lead for the historic customer base and supported the launch into a new, younger market. Each customer segment received a focused approach to reach, engage and convert the right people. 

Our work centred on three key areas:

• Market-leading strategy and account structure: The team conducted an extensive analysis of historical performance to identify areas that were already effective and could be scaled, as well as those driving poor-quality traffic. Underperforming segments were phased out, allowing the budget to be redirected to higher-value activities and helping reduce the cost per lead. 
• Audience-led targeting and optimisation: Using a combination of first-party and third-party audience data, we evolved the strategy based on live performance. We developed bespoke campaign metrics to identify high-intent customers using on-site behaviour and historical conversion data, then optimised campaigns towards those users. This reduced costs and improved the overall return on investment. 
• Touchpoint-driven optimisation and scale: The Opera Beds site offered multiple ways for potential customers to interact, including forms, call details, live chat, brochure downloads and online assessments. We analysed the propensity to buy at each touchpoint and assigned a value to each, then incorporated these values into our optimisation strategy. This allowed us to adjust investments across channels and campaigns based on customer value, rather than simply on traffic volume, and to scale the activity that delivered the most substantial commercial return. 

Combined, these approaches turned Opera Beds’ digital activity into a more structured, data-led and commercially focused engine for growth.