Boscov's

BOSCOV’S JUMPS TO A 44% YoY REVENUE INCREASE ON GOOGLE SHOPPING IN 90 DAYS

RETAIL CATEGORY
Department

WEBSITE
boscovs.com

HEADQUARTERS
Reading, PA

THE NUMBERS AT A GLANCE

0k
Products
0%
Revenue Growth in 30 Days
0%
ROAS Growth in 30 Days
0
Automated Bid Changes in Q4
I Want Numbers Like These!

Boscov’s is a billion-dollar, independent retailer with 44 department stores in the U.S. Like many retailers, Boscov’s was stretched for the resources to strategize and manage its Google Shopping PLAs while also handling other digital initiatives.

The solution? Boscov’s implemented Sidecar to efficiently grow Google Shopping revenue.

MAXED OUT ON RESOURCES
Boscov’s was encountering an obstacle faced by many retailers that run their Google Shopping campaigns in house: the clock. It was no small feat to properly manage a catalog of 220,000 products in Google Shopping, while also handling CSEs, search, and other digital initiatives.

“Google requires you to set a bid for every product, but that’s impossible to do one by one,” said Brandy Lorah, Director, E-Commerce Marketing for Boscov’s. “We took the fast and easy route of grouping products by brand and category, and assigning each group a bid. But we knew that while some products were getting the right bid, many others were not.”

Boscov’s needed a way to take its Google Shopping strategy to the next level. A solution had to meet several goals—the biggest of which was accurate bidding to drive efficient revenue growth. Boscov’s wanted to see that growth happening year-round, not just during the holiday shopping spike.

Automation was also a requirement. With finite in-house resources to devote to the channel, Boscov’s had to get much more out of the time it put into Google Shopping.

The retailer researched the market for a technology that could meet these goals. When Boscov’s evaluated Sidecar, it recognized that the company’s technology and team were not like others it had experienced in the past.

“Sidecar showed us that the only reason two products should be grouped is that they deserve the same bid,” said Lorah. “It makes total sense. We were also impressed by the amount of product-level attention and automated bid adjustments that Sidecar would provide. The company’s analysts knew exactly how to guide us in making the most of the technology in this channel.”

“We value our relationship with the entire Sidecar crew. They’ve been really fantastic partners—responsive and truly committed to helping us grow our business.”

Brandy Lorah | Director, E-Commerce Marketing for Boscov’s

REGROUPING ON STRATEGY
Boscov’s implemented Sidecar, and the technology immediately regrouped products according to similar performance metrics using data from Google Shopping, sitewide data, and other key product attributes.

The technology also evaluated products’ performance at the device level, creating specific groupings of products that performed well on mobile and other groupings that performed well on desktop.

The technology then assigned bids to every grouping to drive revenue growth while also meeting Boscov’s ROAS goal. For instance, if a men’s white button-down shirt had similar performance metrics as a 10-inch ceramic skillet, and they both deserved an $.80 bid, Sidecar grouped them together and set an $.80 bid.

That was day one. The technology continues to dynamically manage and optimize product bids, evaluating each one every day to determine whether a bid should change, whether a product should move from one group to another, and whether a product should go into a group of its own because there’s enough data to suggest it should be given its own bid.

“The notion of setting the right bid for each product is a reality with Sidecar,” said Lorah. “Product-level bid management is more dynamic and fluid than could be feasibly managed in house.”

All the while, Sidecar’s analysts monitor the technology’s actions, stepping in as needed if they determine a manual adjustment will yield better results.

Beyond bid evaluation and adjustment, Sidecar performs day-parting and geo-targeting optimizations to further drive revenue growth. The technology also continually and dynamically optimizes Boscov’s product feed to add certain product attributes to titles and descriptions to better match the way products are searched.

MEASURING THE IMPACT
After just 30 days with Sidecar, Boscov’s Google Shopping revenue was up by 32% YoY, while ROAS improved by 13% YoY. After 60 days with Sidecar, revenue was up 46% YoY and ROAS improved by 27% YoY. And after 90 days (the fourth quarter of the year), revenue increased by 44% YoY at the retailer’s ROAS goal.

“We saw Sidecar’s impact right away,” said Lorah. “We were especially impressed by the number of automated bid adjustments that the technology started making—and they all fed into consistent channel improvements.”

The technology made more than 1,600 automated bid adjustments in the first month, and more than 5,500 during the fourth quarter (an average of 60 changes per day).

That initial momentum continued into the new year. In the first two months, Google Shopping revenue grew by 82% YoY at the retailer’s ROAS goal. Also during this period, mobile device campaign growth significantly outpaced desktop growth.

“Sidecar gives us the best of both worlds—technological intelligence and human intelligence,” said Lorah. “We value our relationship with the entire Sidecar crew. They’ve been really fantastic partners—responsive and truly committed to helping us grow our business.”

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