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 on 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 for Shopping
, it recognized that the company’s technology and team were not like others it had experienced in the past.
“We were 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,” said Lorah.