Hobbyco Brand Review

Inside this Hobbyco brand review, we’re going to break down their Shopify store, traffic, Shopify apps, marketing strategies, customer reviews, paid ads, revenue, and more.

Use all of this insight for free and utilize the knowledge in your own store.

Store Products

Hobbyco is a haven for hobbyists, offering a diverse range of products from intricate Gundam model kits to classic LEGO sets.

Whether you’re a collector, a builder, or simply looking for a creative outlet, you’ll find something to spark your imagination.

Founder’s Journey and Vision

Frank Murell, a pivotal figure in Hobbyco’s history, played a crucial role in transforming the humble toy shop into a thriving hobby destination.

As the young and enterprising manager, he nurtured the business from its infancy, guiding its growth and expansion over several decades. Murell’s passion for hobbies and his keen understanding of customer needs were instrumental in shaping Hobbyco’s identity.

Under his leadership, the store evolved from a simple toy shop to a comprehensive haven for hobby enthusiasts, offering a wide range of products that catered to diverse interests.

Murell’s dedication, vision, and entrepreneurial spirit were essential in establishing Hobbyco as the premier hobby shop in Australia.

Shopify Apps

Product Recommendations

Upsells

Banners

Search & Filters

Ads

Email Marketing

Marketplaces

Traffic and Audience

Traffic Location

Hobbyco Ads

Here are some of the ads the Hobbyco is currently running.

Google

Facebook

Marketing Strategy

From everything we’ve seen, Hobbyco utilizes several marketing strategies:

SEO

Organic search plays a significant role, accounting for 65.63% of the traffic to Hobbyco, which demonstrates the effectiveness of their search engine optimization strategy.

• Branded vs. Non-Branded Traffic: A strong 87% of search traffic comes from branded keywords, indicating that most users are already aware of the Hobbyco brand and are actively searching for it. Only 13% of traffic is derived from non-branded keywords, suggesting that the store has limited reach to new audiences who aren’t already familiar with the brand.
• Top Organic Search Terms:
  • Branded keywords such as “hobbyco” and “hobby co” drive the majority of organic search traffic.
  • Non-branded keywords such as “hobby shop” and “hobbyco puzzle” also contribute to some traffic, but there is room for improvement in capturing traffic from general interest keywords like “hobby shop.”
  • The store has experienced positive growth for some terms, such as “hobbyco puzzle” (+21.26%), which shows the potential for targeting niche-specific keywords related to their products.

Paid Ads

Hobbyco shows a limited presence in paid advertising, with some data indicating room for growth:

• Paid Search Ads:
  • The store has been running paid ads on search engines, targeting terms such as “hobbyco”, “hobby”, and “aurora”, focusing both on branded and product-specific keywords.
  • Paid search represents 3.91% of total traffic, which is a small but significant portion, showing that paid search campaigns are contributing to their overall marketing strategy.
• Display Advertising:
  • Google Display Network appears to be the only display ad network used, contributing to 3.25% of traffic. There is no information on other display ad networks or top publishers, indicating limited diversification in display ad strategies.

In-Store Marketing

The company has implemented a comprehensive marketing strategy to attract and retain customers. Here are some key elements of their strategy:

• Free Shipping: To enhance customer convenience and encourage larger purchases, Hobbyco offers free shipping for orders over $125 within metro areas. This eliminates a potential barrier to purchase and incentivizes customers to spend more.
• Hassle-Free Returns: Hobbyco understands that customers may need to return items for various reasons. Their 14-day return policy provides customers with ample time to inspect and try out products, ensuring they are satisfied with their purchases.
• Gift Vouchers: Gift vouchers are a valuable tool for attracting new customers and encouraging repeat business.
• Hobbyco’s External Warranty Policy: Hobbyco takes pride in its commitment to customer satisfaction. While they strive to ensure all products are of high quality, they understand that manufacturing defects can sometimes occur. To address these issues efficiently, Hobbyco works closely with manufacturers to provide external warranty support.

Social Media

• Top Social Platforms:
  • Reddit drives the largest share of social traffic (55.56%), likely from hobbyist communities where enthusiasts discuss and share their interests in models, puzzles, and collectibles.
  • Facebook follows, contributing 30.68% of social traffic. This indicates some level of engagement with Facebook users, but there may be opportunities to increase engagement.
  • Other platforms such as Pinterest and YouTube contribute smaller portions, showing potential for growth, particularly on Pinterest, which can be a valuable platform for visual and niche products like hobby kits and collectibles.

• Facebook
• Instagram
• YouTube
• TikTok

Customer Experience and Feedback

Once you find the product you’re interested in, you’ll be presented with a wealth of information to help you make an informed decision.

Detailed product descriptions, high-quality images, and customer reviews provide a comprehensive overview of the item. To further assist you, Hobbyco offers recommendations for related products that might pique your interest.

With all this information at your fingertips, you can confidently add your chosen item to your cart and complete your purchase.

Reviews and Social Proof

Estimated Annual Revenue

According to various sources and calculators based on traffic, conversion rate, and product costs, Hobbyco is estimated to earn:

Learn more: Boppy Brand Review