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Strategy, site, search and social for FYFO!



15:22 on Thu, 11 Aug 2011 | 0 Comments



1st August saw the launch of a new online fashion retailer offering more than sixty well known brands for adults, teens and children.

FYFO (Fuel Your Fashion Online) is the brainchild of former Computer Science graduate Martin Lott and former Economics graduate Monica Lott, a couple who only four years ago were selling discount shoes on eBay and amazon as a part-time pastime from home.

Over £1.8m worth of sales and two large distribution warehouses later, they decided it was time to move into full ecommerce. They needed a new brand, a site, a strategy and the online marketing to grow awareness and drive traffic. After advice and recommendation from regional support network, N.A.M.E, Further was appointed to manage the entire project.

As Amy Smith, Further’s Account Manager on FYFO explains “Monica and Martin’s story is a remarkable one. They have such passion for what they are doing and have all the ingredients needed to see the new ecommerce store thrive. Not only are they looking sell brands at affordable prices, but with a service level that is simply unrivalled in their market place. They have learned a great deal about what customers demand by selling online over the past four years and we are confident this will stand them in good stead in the years to come with FYFO.”

“Having created the brand and the site” Amy continues, “we are now starting to roll out an integrated search and social media plan which will bring new customers to the site on an ongoing basis. The client also has an on-site blog giving their own take on fashion advice, news, reviews and tips.”

Aside from benefits like ‘Free Delivery’ and a very generous ’60 Day Returns Policy’,
Monica and Martin have also set up their own charity, Eddie’s Foundation, named after their own young son who has suffered serious illness over the past year. As a result, a donation of every order total taken on FYFO.co.uk will go to the charity. The funds will then be distributed to charitable causes for young children in need across the UK.

You can take a look at the site at www.fyfo.co.uk

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