Growing the online presence and sales for Australia’s largest independent supermarket chain, Drakes Supermarkets.

Online Grocery Shopping
2018 – present
Drakes Supermarkets
Strategy, digital marketing, graphic design, videography.

Drakes Supermarkets is a privately-owned Australian independent retail chain based in South Australia. It is Australia’s largest independent supermarket chain, operating more than 60 stores in South Australia, Northern Territory and Queensland.

In addition to a Drakes website, Drakes also offer an online shopping website (Drakes Online) and an online store for catering platters (Drakes Platters).

Operating in a highly competitive marketplace, Drakes approached Fuller in 2018 seeking a digital marketing strategy to help grow its online presence across all three websites, and sales through its Drakes Online and Drakes Platters websites.


Fuller developed a highly integrated strategy to grow Drakes’ online presence and sales.

The strategy focused on improving brand awareness of the online offering, and improving the user experience of the Drakes, Drakes Online and Drakes Platters websites, through sub-domain growth.

As each of the three websites had connected Search Engine Optimisation (SEO), Fuller worked to improve the domain rating of all three websites, in order to improve sales for the platter and online stores.

In addition, Fuller built and grew a new Google Ads strategy for both stores, focusing on Paid Search and Google Display Network.

Together, these strategies aimed to increase the number of people searching for the Drakes Online offering and increase sales and conversions whilst decreasing cost per conversion.


As a result of the digital marketing work undertaken by Fuller for Drakes:

  • Organic traffic has increased 73 per cent year on year across all sites.
  • Interest in Drakes Online has increased 11 per cent year on year.
  • Overall, Drakes Online revenue has increased 56 per cent year on year and increased by 86 per cent as a result of Paid Search.
  • Drakes Platters revenue has increased 60 percent in the 2018-19 financial year, in comparison to the 2017-18 financial year.
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