Case Study

DollarDays Relies on goWholesale to Increase
Revenue Through New Customer Acquisition

Company Background

DollarDays International is a premier wholesaler of general merchandise products to independent retailers and local distributors. The company provides a wide selection of products including closeouts and seasonal goods at competitive prices for all types of retail businesses including e-tailers, eBay sellers and traditional retailers.

Advertising Strategy

As a growing business in a competitive market, it is critical for companies such as DollarDays to generate a steady stream of new customers. Leading edge and creative marketing has been a major driver of the company's success. DollarDays motto is "we never spend a buck unless we make more than a buck in return."

Based on its thorough tracking and analysis of each marketing initiative, Pay Per Click (PPC) advertising has remained the key advertising channel for DollarDays's customer acquisition. DollarDays allocates the most marketing dollars to search engines that produce the highest conversion rates of click-throughs to purchasing customers. In addition to PPC campaigns with major search portals such as Google, DollarDays advertises with the industry-specific goWholesale network of sites, which includes Wholesale411.com, to target and increase its customer base of independent retailers and achieve significant ROI.

DollarDays ranks goWholesale's dynamic reporting tools, keyword suggestion tools and robust keyword management interface to manage PPC campaigns as one of the best systems among all search engines.

Results

Marketing dollars allocated to PPC advertising on goWholesale consistently lead to new transacting customers on a daily basis. goWholesale and Wholesale411 provide DollarDays with very high conversion rates. This rate of conversion is significant as it directly increases the overall sales for the company.

As a vertical search engine, goWholesale target DollarDays' core customer group of independent stores and other small businesses. In fact, a significant percentage of new customers acquired through goWholesale become repeat customers of DollarDays.

"goWholesale is an important PPC search engine connecting wholesale buyers to DollarDays," said Marc Joseph, president of DollarDays. "We've seen a significant increase in conversions since launching our goWholesale campaign." As the goWholesale network of sites continues to grow, the benefits to DollarDays will continue to reflect an increase in registered customers, overall sales and brand awareness.