DefShop decreased its Cost of Sales on Google Shopping by 40% with Smart FEED


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DefShop

Overview

DefShop is the biggest online retailer in Europe for streetwear and urban fashion, offering clothing, shoes and a wide collection of caps. Founded in 2006 in Germany, the company has quickly expanded in Europe: to the Netherlands, France and Spain. DefShop offers a huge choice of products from 270 leading brands like Adidas and Nike and the Herobrands such as Dangerous DNGRS, Just Rhyse and DEF. DefShop offers excellent service, quick delivery and great deals for its customers.

Challenges

DefShop has been running campaigns on Google Shopping for 5 years. “We have a catalogue of 80.000 products and a SEA team of only 2 people, said Eva Brachat, Head of SEA, DefShop. Manual optimizations took too much time that we could have spent on more valuable tasks. We needed a tool that could automate the management of Google Shopping campaigns.”

Solution

We wanted to keep control of our campaigns. An agency was not an option. We wanted a tool or a service we could use in-house”, said Eva. In addition, DefShop was looking for a solution that was not interfering with their current account structure on Google AdWords itself and easy to setup.

There are a lot of campaign tool optimizer providers on the Internet, explained Eva. Most of them were creating complete new campaign structures on Google AdWords and were very complicated to install and use on a daily basis. Smart FEED uses our existing structure as a basis for further improvements. It was the only solution that respected all criteria and that could allow us to start as soon as possible: the optimisation tool was launched on the 1st of December, just in time for the Christmas sales period.”

Results

DefShop uses Smart FEED, a solution that optimizes significantly the performance on Google Shopping by automating the campaign management. “The Bidding tool is just awesome, said Eva. We have so many more sales, with good conversion rates and low costs.”

In 6 months:

  • CoS decreased by 40%
  • Sales increased by 50%
  • More visibility for bestselling brands and product

We have the best results in Germany, our biggest market, but even in Spain, which is thirty times smaller than our main market, we observed a strong increase in performance.” DefShop also appreciated the support provided on a daily basis: “The team at Twenga is easily reachable by phone or email. All my issues are solved quickly. Their expertise is crucial for us.”

Perspectives

I love the fact I can manage all my campaigns with a single interface and tool, explained Eva. Smart FEED is key to help developing new markets. We’ll use it for Denmark very soon and are thinking about new countries. I can’t imagine launching a new Google Shopping campaign without Smart FEED.”

 

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