Search strategy connecting a global brand with Korean customers

Project Background#

The lululemon engagement supported the global e-commerce platform of lululemon Korea, a new digital media planning client of our parent company 1089MEDIA . Websites across the world were managed centrally in a Google-oriented environment, limiting the brand’s visibility in Korea, particularly on NAVER. 247COMPASS provided SEO services to address this gap.

Visit lululemon’s brand website

Delivery#

• Improved site performance through a Technical SEO audit.
• Optimised metadata and rendering for NAVER search.
• Provided metadata recommendations for new pages based on Korean customer context.

Customer Understanding and Research#

Many global e-commerce challenges originate in insufficient localisation. While global SEO teams concentrated on Google-oriented technical implementation, they overlooked organic exposure on NAVER, which accounted for more than 80% of lululemon-related shopping search traffic in Korea. We developed a NAVER optimisation strategy for the global website.

Implementation and Improvement#

• Established search visibility on NAVER and Google.
• Delivered substantial increases in organic visitors and purchase revenue, approximately 300% or more.
• Built an optimisation process that operated before deployment rather than after launch.

Lessons Learned#

Localisation is essential for global e-commerce. For B2C fashion and consumer brands, much of Korean customer discovery takes place on NAVER. Without organic exposure, brands must rely on search advertising to acquire traffic, reducing media efficiency and marketing returns. This makes an agency’s expertise and experience in global website operations particularly valuable.