The Sports Edit has seen a fourfold increase in revenue from Google Shopping after implementing new technology to drive growth. The premium activewear retailer, which has a flagship store in London’s Kings Cross Coal Drops Yard development, reported that income from the paid search channel rose by 300 per cent in 18 months following the introduction of optimised product listing ads.
The Sports Edit is working with eCommerce specialist Oxatis Group to create and deploy feed-based activity on Google Shopping. It’s using ChannelPilot, the Group’s data management tool, to generate a bespoke export feed. Customers clicking on Google ads are sent directly to the product page on The Sports Edit’s website where the transaction is made.
“Google Shopping drives quality traffic to our site and we needed an offline feed we could regulate to leverage its features,” said Nick Paulson-Ellis, Founder and CEO of The Sports Edit. “ChannelPilot allows us to individually list and monitor products and intelligently calculate their performance so we are fully in control of placement and costs. The technology has contributed significantly to business growth over the past 18 months.”
The Sports Edit plans to launch a shopping feed on new marketplaces in the coming months.
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