Retail III: Revitalising Dormant Products
Executed precision campaign targeting underperforming SKUs through automation and strategic promotion, delivering 16% revenue contribution with exceptional 5.2 ROAS and 30% conversion rate from previously neglected inventory.
Client Brief
Architect a comprehensive strategy to reinvigorate low-visibility inventory items overlooked by AI-driven Performance Max Shopping campaigns, with success metrics focused on generating incremental transactions, revenue, and engagement from these dormant products.
Our Approach
Implemented a methodical framework to identify and elevate underperforming SKUs through a dedicated campaign structure: Engineered an automated script for daily identification of low-traffic SKUs Established a centralised data feed with seamless Google Merchant Center integration Deployed a specialised “Zombie” campaign with targeted parameters for these previously invisible products
Results
- 16% monthly revenue contribution from previously dormant products
- 5.2 ROAS exceeding target of 5.0
- 30% conversion rate well above account benchmark
Our comprehensive digital strategy drove exceptional revenue growth and solidified our client’s position as a dominant ANZ retailer. By implementing advanced Performance Max Shopping campaigns, we leveraged targeted audience segmentation, dynamic creative optimisation, and continuous monitoring to exceed all objectives.
The retailer saw a remarkable uplift in online sales, with notable increases in new customer acquisition and repeat business. Our data-driven approach boosted conversion rates and return on ad spend, cementing the brand’s reputation as innovative and customer-centric.