Revamping Shopping Feed Strategy
The Challenge
A well-known and established workwear apparel retailer was faced with sagging sales in one of their most critical segments, heavy coats and parkas. While the company’s light weight jackets and other apparel performed well, they were unable to pinpoint why their heavier coats and parkas weren’t getting nearly as much traffic or revenue, so they came to Response Mine for answers.
Our Solution
Response Mine restructured the company’s Product Ad Listing (PLA) strategy by onboarding a new shopping feed partner, Feedonomics, and breaking out the company’s feed into separate campaigns for jackets and heavy coast/parkas. The new approach not only helped the company optimize product titles so items appeared more unique and more items were displayed on the SERP results, the plan also included other enhancements, such as:
- Color and size information was added to titles to better qualify customers from their initial click.
- More accurate descriptions added value and unique selling propositions of each product more clearly.
- Key product type information helped better match each product to searchers increasing the likelihood of a likely purchases.
The Results
Revenue in the coats/parkas category grew 82% year over year. The company was so pleased that they recruited Response Mine to produce a full-wrap projection report that illustrated how the shopping feed revamp would impact the business’ overall performance throughout the year.
82%
Increase in revenue