Leading a strategy for ecommerce expansion

We are CEF’s lead marketing partner, supporting the retailer on its digital transformation journey. CEF turned to us for help to mature the business’ digital marketing strategy and operations.

Outside of a CEF shop entrance and parking lot.

The challenge

CEF is the UK’s largest electrical wholesaler, with almost 400 stores and a growing online presence. The retailer needed to step change its ecommerce strategy to keep pace in a fast-moving landscape.

A CEF employee using a tablet and standing in front of an electrics cabinet.

The solution

We onboarded Google Marketing Platform, harnessed the power of data to better understand profit margins and customer behaviour, and embraced features like auction-time bidding and Performance Max to reach new audiences and deliver incremental revenue.

With an effective CRO programme, we delivered profitable and sustainable paid media and organic search activity that resulted in impressive growth.

CEF promotional assets.

Return on imagination

Across a 3-year period we have achieved:


increase in ecommerce revenue and a 27% increase in conversion rate


revenue growth from PPC (in line with profit)


revenue growth from SEO

CEF promotional assets and trade catalogue.

We recognised the need for a partner who could strategically and tactically support our requirement for rapid online growth. 26 understood our objectives from the start and have played a key part in driving the strong growth we’re experiencing – not only in the paid space but across our ecommerce platform as a whole.

Andrew Moseley, Commercial Director - CEF

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