Chappell of Bond Street

Heritage music brand selects Voodoo for online retail

Chappell of Bond StreetMusic shop Chappell of Bond Street, now part of the global corporation Yamaha Music, dates back to 1811 and counts many of the world's best known composers and musicians - including Beethoven - amongst its customers.  The shop moved from Bond Street to Wardour Street in 2006, but kept the iconic name.  The shop has two main departments: sheet music (of which there are over 100,000 items) and musical instruments and accessories.  Customer service is vital to the company and it is renowned for its knowledgeable staff who never let a sale interfere with giving advice.

Launching heritage online

Chappell of Bond Street's online presence needed a complete overhaul and in 2007 they hired digital consultancy Voodoo Ltd to build a full e-commerce site and perform ongoing web marketing operations, which we continue to this day. The main aims were: 

  • to construct and deliver a long-term digital marketing strategy;
  • to deliver a profitable return through PPC marketing;
  • to deliver profitable long-term growth in SEO;
  • to profltably deliver sales based on the eCRM database;
  • to develop and grow the quality and volume of the existing eCRM database;
  • and to provide measurable results.

Success from great planning

After careful planning Voodoo implemented a set of integrated marketing campaigns and now Chappell of Bond Street enjoys:

  • a highly sustainable marketing mix;
  • significant Google SEO rankings delivering significant sales value;
  • profitable PPC (with ROI in the hundreds);
  • growth in "opted-in" customers of 350% over three years;
  • significant sales through eCRM sales communications;
  • a highly profitable affiliate programme


Voodoo knew exactly what was possible and it greatly exceeeded our expectations.  After their main structural work we experienced great leaps in sales, and they continue to provide us with a wide range of marketing and operational guidance and support."

Nigel Hill - Head of Chappells
Contact us

To discuss how our brand of consultancy, implementation and ongoing management can benefit you and your business, call 020 7183 1666 or email