BACKGROUND
As a specialty retailer, this ChannelAdvisor customer takes pride in selling products that are in step with a busy lifestyle.
In recent years, the company’s vertical has become increasingly saturated. The specialty retailer knew it needed to speak directly to loyal shoppers, reach new customers and showcase its signature product line. To accomplish this, the seller made the decision to reinvigorate its Google Search and Shopping advertising program in partnership with ChannelAdvisor.
THE CHALLENGE
The company’s catalogue includes products in one of the fastest-growing segments in its industry. As online revenue growth plateaued, this seller realised it needed a way to distinguish its unique brand from the competition and help current and new buyers experience its fun and on-trend portfolio of products. The retailer’s leadership responded with an aggressive plan to achieve +15% growth in a fiercely competitive market.
THE SOLUTION
ChannelAdvisor’s strategy included a comprehensive, multi-layered approach to help accelerate growth. The ChannelAdvisor team focused on new customer acquisition and pushed ad spend to Google Shopping advertising campaigns. With ChannelAdvisor’s guidance, the seller invested in Google Dynamic Remarketing to increase its touchpoints to existing shoppers. Through Data-Driven Attribution within Google Analytics 360, the specialty retailer closely monitored its customers’ journeys on their path to purchase. As a result, the team made smarter investments that moved the needle significantly, driving sales and traffic. Lastly, ChannelAdvisor tested Google Smart Bidding across the board, leveraging Google’s machine learning and contextual signals to optimise conversions.
THE RESULTS
Within a matter of months, this e-commerce retailer achieved a critical pivot by transforming a stagnant program into one of the company’s strongest growth engines. In 2019, the company demonstrated:
- Â +17% revenue growth YoY
- Â Google Shopping revenue increased by +135% YoY
This dramatic success, which surpassed the company’s original revenue goals, enabled it to focus on and fund new efforts, taking its business to the next level. Additionally, the ability to test new strategies and measure their direct impact gave this retailer’s team confidence to think outside the box and leverage technology in other facets of their business.
