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Alan Coleman, CEO
Monahan’s, a trusted fuel and garden centre based in Kildare, Ireland, has long been a favourite among customers for their service and quality. Selling online since 2012, they had already established a strong foundation, but they were ready to take it even further.With ambitions to grow, Monahan’s set their sights on elevating their customers’ experience across all touchpoints. They wanted a solution that could unify in store and online sales and deliver long term growth across channels. That’s when they partnered with Wolfgang Digital.
Monahan’s previous e-commerce platform was limited as it lacked the integration capabilities needed to support deeper customer insights, automation and a more personalised shopping experience.
Like many retailers, they also felt the aftershock of COVID-19. With periods of slowed in store sales and excess inventory, it became clear that more efficient marketing and a stronger retention strategy were essential. Without in house developers or technical CRM infrastructure, Monahan’s needed a trusted partner to help unify their efforts across their digital marketing platforms.
THE GOAL
Our goal was to take their business to the next level by:
Rather than relying on siloed marketing tactics, we created a highly integrated strategy where all channels worked in sync ensuring that no customer touchpoint was wasted. From ad click to store visit to post purchase we wanted to ensure that each moment was optimised to work together.
Google PPC & Shopping Ads to Drive Conversions
The home & garden industry is highly competitive on Google, requiring a data driven approach to ad spend allocation.
- We used Performance Max & Search campaigns to target high intent audiences.
- Leveraged CRM audiences for retargeting & lookalike modeling, increasing overall conversions.
- Used top performing social assets to maintain brand consistency across Google Ads & Performance Max placements.
Social Ads & Lead Gen to Drive Awareness & CRM Growth
Unlike PPC, which is conversion driven, social ads focused on brand engagement & lead generation rather than direct sales.
- We built Meta campaigns, targeting users at awareness and consideration stages.
- Implemented lead generation ads, by consensually capturing customer data directly from social.
- Retargeted high intent and most likely to convert users’ to maximise conversion opportunities.
CRM Automations & Campaigns: Turning Leads into Customers
- We incentivised CRM database signups with exclusive discount codes for first time purchases.
- Segmented CRM audiences based on purchase behavior, sending highly personalised promotional & informational emails.
- Implemented retention driven email sequences for upselling, reviews, and brand engagement.
We also wanted to ensure that our digital marketing efforts directly contributed to in store visits & sales while also leveraging in store interactions to enhance digital lead generation & growth.
- We drove in store visits using geo-targeted Google & Meta Ads & CRM email campaigns featuring store specific offers.
- Implemented in-store QR code strategy to capture new CRM sign ups & subscribers with a 48% conversion rate.
While many businesses still treat paid search, social and email as separate tactics, the Monahan’s strategy brought them into one unified system designed to maximise lifetime value, not just short term sales. We didn’t just run campaigns in parallel, we connected them. CRM data informed paid media targeting, while social ads fed into email nurturing, and in store activity grew the CRM database. Every touchpoint worked together, amplifying performance across the funnel.
We improved efficiency through smarter retargeting and stronger retention, resulting in a higher ROI without inflated ad spend. Most brands push online traffic into stores. We went the other way, turning in store traffic into CRM leads using QR codes and sign up incentives, a key move that contributed to over 500% growth of the CRM database.
Many brands treat CRM as an afterthought. We made it the central force behind the strategy, using segmentation and automation to nurture leads, recover sales, and turn first time buyers into high value, repeat customers.
Final Takeaway: Integration = Impact. Success in this campaign came from breaking down channel silos and placing CRM at the centre of the strategy. By seamlessly integrating search, social and CRM, we were able to capture, track and nurture leads more effectively, maximising impact at every stage of the funnel. As ad costs continue to rise and with major shifts in the digital landscape like the rise of AI, short form video content and platforms like TikTok changing how people discover and shop, creating a unified customer journey has never been more critical. With CRM at the core of this strategy, our client achieved real, measurable growth establishing a fire marketing strategy that continues to drive success.
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