Moosejaw continues to grow its e-commerce efforts—and this time, it’s with Google Shopping. The retailer plans to increase its investment this year in Google Shopping product listing ads (PLAs), which it finds are ripe with opportunity.
However, the outdoors retailer (and Sidecar customer) is highly seasonal, offering 150,000 products in its off season and scaling to 225,000 products during its busy season of October to March. The retailer also runs promotions frequently on its e-commerce site.
With so many fluctuations in product assortment, inventory, pricing, and consumer demand, you might wonder—how does Moosejaw adapt its strategy and bids to continual changes in its business? How does it ensure the channel is driving revenue efficiently?
We took a closer look in this case study about Moosejaw’s experience with Google Shopping, and how the retailer is working with Sidecar to drive greater performance results. After putting the story together, a few themes emerged which underscore why Google Shopping is making a significant impact on Moosejaw’s e-commerce strategy.
Here are a few of the biggest reasons.
1. Google Shopping is aligned to Moosejaw’s marketing calendar. Moosejaw’s entire Google Shopping initiative is aligned to its sale and promotional cadence. The retailer is always in close communication with our team, continually planning Google Shopping efforts together based on Moosejaw’s marketing calendar.
2. The strategy is flexible. The purpose of Moosejaw’s Google Shopping effort is to maximize revenue from the channel, while maintaining fluctuating return goals. Critical to this is flexibility. Moosejaw can change its return goals anytime, and Sidecar for Google Shopping updates bids right away to adhere to those return goals.
3. Moosejaw is tapping into new revenue opportunities. Moosejaw previously used a bidding tool that took several days to enact bids based on changing promotions and return goals. As a result, Moosejaw’s bids would be either too high or too low for several days, causing the retailer to severely underspend and overspend.
Now, Sidecar is constantly evaluating and adjusting Moosejaw’s bids based on changes in its goals, channel performance, sitewide performance, and consumer search behavior. This enables Moosejaw to capitalize on revenue opportunities the moment they arise.
Thirty days into Moosejaw’s new approach, its Google Shopping revenue was up by 82% year over year, while spend remained stable. On mobile, Moosejaw’s channel revenue grew by 63% during Holiday 2016 year over year.
Those are just a couple of the biggest metrics that have turned a corner for the retailer. Moosejaw’s approach to Google Shopping is worth a closer look if you have a similar challenges and goals in the channel. Check it out for more details, and let us know what you think.