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Case study · E-commerce · Vintage percussion

Purple Chord
From a closed showroom to a global online boutique.

A respected vintage-drum specialist lost half its revenue when it traded its Dutch showroom for a webshop and a new home in Portugal. We built the digital growth plan to win that revenue back, and then some.

Visit the webshop
Client
Purple Chord
Industry
Vintage & high-end percussion
Markets
Europe & North America
Engagement
Operational marketing 2026–2027
The starting point

A strong brand, an underperforming funnel.

After the move from Aalsmeer to Portugal, the numbers told a clear story.

−50% total revenue once the physical showroom closed
0.8% webshop conversion, below the high-end e-commerce benchmark
~2,000 monthly visitors, but too few turned into buyers
4.9★ from 71 Google reviews, proof the product is loved
The challenge

A showroom reputation that didn't travel online.

For years, Purple Chord sold rare and high-end drum kits, snare drums and cymbals from a physical showroom in Aalsmeer. Customers came to hear the instruments, feel the build and trust the owner's expertise. At the end of 2025 the company moved to Portugal and relaunched a redesigned webshop. The walk-in revenue that drove half the business disappeared overnight.

Two bottlenecks held the webshop back. Findability: internationally, Purple Chord was barely visible, leaving the top of the funnel far too narrow for a worldwide audience. Conversion: the visitors who did arrive converted at just 0.8%. Serious buyers used the site to orient themselves, then completed the purchase on Reverb.com or with longer-established competitors who simply communicated more certainty.

The core problem: a distinctive proposition that wasn't being translated into online reach and online sales.

The approach

Rebuild the showroom feeling, but now online.

We positioned Purple Chord as the trusted boutique authority for rare and high-end percussion, and built the plan around three jobs: get found, earn trust, and keep customers.

Get found internationally

SEO and authority content around provenance, history and sound. Google Ads and retargeting across Europe and North America. Reverb.com deployed as a visible entry channel at the top of the funnel.

Earn trust & convert

Product pages enriched with high-res photos, sound demos and transparent condition, provenance and authenticity details. All-in pricing with shipping and import costs shown up front. A faster, smoother checkout (CRO).

Keep & grow customers

The ~2,900-contact customer list reactivated with segmented email. Personal, expert advice via WhatsApp and video brings the showroom conversation online, turning one-off buyers into repeat collectors.

The goals

Built on SMART targets, not promises.

Every euro is tied to a measurable objective for the 24-month plan (2026–2027).

+40%

online revenue, from roughly €336k to €470k a year

+50%

organic traffic, ranking on page 1 for 15+ core search terms

< €60

cost per acquisition on paid, adding ~400 visitors a month

10%+

of annual revenue from email, at a 30% open rate

2×

social following, with 4+ sound & video demos a month

30+

new customers a year routed in via Reverb

Targets are set against the 2025 baseline and reviewed every quarter against real data.

We'd worked with other agencies before and always heard the same story: big promises, small results. PMA works differently. They ask sharp questions, build everything on SMART goals, and stay transparent about what works and what doesn't. For the first time, it feels like a real partnership.

Team Purple Chord · purplechord.com
Services in this case

What we put to work.

Marketing Strategy SEO Google Ads Social Media Email Marketing Web Design & CRO

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