Colorful Strategies for Aggressive Growth

Pantone – Tmall Ecommerce

WPIC built out Pantone’s entire ecommerce presence on the Tmall platform ( and increased revenue 2200% within six months. A full list of SKUs and photos were integrated into the site. Chat functionality was integrated to seamlessly connect consumers with product specialists and customer service professionals.

A product and color finder were developed and integrated into the store, becoming the seventh JavaScript exception in Tmall history. WPIC leverages its long-standing relationship with Tmall to accept custom tech integrations. These tech integrations help ecommerce stores stand out amongst the noise.

After only three months into the campaign, first optimisations were launched and the Pantone ecommerce store 2.0 was unveiled with new offerings, optimized design and marketing strategies.

Through effective SEO strategies, the store achieved number 1 rankings for highly competitive keywords, driving high volume traffic and conversions. A Baidu PPC account was created (rare for driving traffic to Tmall), pulling in more traffic through ongoing optimizations. WPIC dominated relevant traffic sources (BBS, Forums, Portals) with Pantone advertising, identifying low hanging fruit and low cost, targeted and high traffic media buys. Finally, WPIC achieved 100% coverage of available banner ad placement inside of the Taobao system.

This aggressive, leveraged and highly targeted ecommerce build and marketing push led to over a 2600% increase in traffic within six months.

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