Stockmann reached out to s360 as they wished to increase effectiveness and automate and create transparency in their former “Digital Marketing Operation Model”.
Simultaneously, they wanted help in using the new ad opportunities in Google Shopping.
s360 performed a full audit of all Stockmann’s Google accounts and revised all the tools and technologies that were used for feed management and bidding. A five-week migration and testing plan replaced the feed management technology with a similar but cheaper system. The bid strategy was also changed from CPA-based to ROAS-based. Finally, the keyword coverage was expanded with over 500 brands, and the setup of all e-commerce products was automated.
“We have been very satisfied with our partnership with s360. The results speak for themselves: ROAS has significantly improved, and we are among some of the first in Finland to advertise our big selection of products through Google Shopping ads. With the help of s360’s proactive expertise, we have made great progress.”
Through Google Shopping, Stockmann saw a 250% increase in ROAS and a 400% increase in total e-commerce transactions from generic searches. In addition, Stockmann achieved a five-figure (EUR) annual saving by replacing third-party technology with new solutions.
Stockmann was established in 1862 and today manages six department stores with over 100,000 products on its website.
Stockmann started using Google Shopping in June 2019, thereby becoming the first retailer on the platform in Finland.
Mathias Hillerup Larsen, CTO & Partner