Case Study

Experian Footfall


Backbone IT Group were approached by Experian, a blue chip data management company regarding their Footfall division. The Footfall business involves management of shopper movement and sales data in real time. Clients include major stores, retail chains and shopping centres.


Initially, FootFall needed to establish the best methods of promoting their company in China amongst other foreign and well-established local competition in order to gain brand awareness and, ultimately, qualified enquiries leading to contract sales. As time as progressed, the company requirement increased to full international web development, maintenance search optimisation and coding.


Competitors in China were benchmarked using market analysis, surveys and covert interviewing in order to assess opportunities and weaknesses. Website localisation and China hosting continue to support Chinese Baidu SEO, PPC and WeChat/ Weibo social media. 


China marketing sucess was achieved on Baidu with resulting enquiries directly attributed to our natural SEO activity Additionally, successful undertaking of Baidu Pay-per-click and social media activity led to Backbone IT Group being awarded the global search optimisation contract including Germany, France, UK, Spain, Portugal, Poland, Italy, Australia, the U.S. and Hong Kong.


Existing software or new venture, we can code your new service platform or consult on existing platform deployment in China.


Serving websites quickly to both China and home markets is achievable. Irrespective of your requirements, there's a solution.


Consumer trials, opinion leader outreach, WeChat stores & E-commerce payment integration are all part of an effective digital strategy.


We can serve your other export languages too. Easy-to-manage, easy to scale, delivered through one CMS platform.