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Soho Home

Boosting revenue through US expansion

The Results

151%

US revenue growth YoY

17%

share of orders shipped to the US (+3% YoY)

6%

increase in share of US revenue YoY

292%

increase in traffic from the US YoY

About the Brand

Soho Home is the homewares extension of Soho House members’ clubs. It launched in 2016 and, ever since, it’s been paving the way in the interiors industry with a covetable collection of furniture, tableware, accessories, lighting, home fragrance, and textiles.

Rakuten Advertising has been by Soho Home’s side right from the start, along with its sibling brand, Cowshed, which joined the network in 2011.

The Story

Soho House is rapidly growing within the United States and is now home to some of its best-performing member clubs. The natural next step was to expand its UK-famed homeware collection to America. Soho Home turned to Rakuten Advertising to leverage its deep-rooted expertise in the region and the low-risk nature of the affiliate channel to make the leap.

Ambitious growth objectives were set:

  • Supercharge the share of orders shipped to the US from 12% to 15% YoY
  • Achieve a 100% increase in US revenue YoY
  • Drive brand awareness in the US market by growing traffic by 100% across key target states

The Rakuten Advertising Solution

Forecasting performance

Data-driven insights were at the heart of Soho Home's mission to conquer the US market. Rakuten Advertising's performance forecast uncovered key information on top-performing cities and leading publishers, unlocking untapped revenue potential.

A focused approach

Expanding in the vast US market is a challenge, Soho Home strategically launched in key cities with familiarity with Soho House Clubs. Benchmarking against competitors revealed golden partnership opportunities to tap into an engaged customer base in the homeware vertical.

Boosting engagement

High-performing publishers in target cities received bespoke commission structures to encourage exposure. A new baseline commission rate was introduced, featuring dynamic tiers based on consumers selecting the US for shipping.

Skimlinks

This leading commerce content partner played a crucial role in the brand’s expansion. The commission rate for the US market was doubled. Revenue generated increased by a remarkable 82% YoY, and orders shipped to the US from Skimlinks grew by 136% YoY.

Keeping the momentum

Rakuten Advertising regularly updates US publishers with relevant promotional material. Through a deep understanding of the American consumer, communications were tailored to ensure they resonated with US audiences.

Tracking progress

To monitor performance and growth in the US market, a specialized US geography report was created. This report provided insights into how Soho Home's investments were paying off in real time.

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