Who are Kiddies Kingdom:
Previously known as the Nappy Factory, Kiddies Kingdom started operating in the early 1980’s. As the popularity and reputation of the shop grew, they introduced more products from top brands such as Tommee Tippee, Britax and Brevi, converting the factory shop in to a one-stop baby shop. In 1996 they moved to their current premises in the heart of Dewsbury. With a 5000 Sq. Ft. showroom, they are one of the biggest independent retailers of baby products in the UK, both online and on the high street, providing virtually any brand within the industry and boasting 25 years of knowledge and experience
What we wanted to achieve:
Having already done a great job with Kiddies Kingdom and increasing sales by 227%, we wanted to help them achieve the next level with their shopping campaigns. As they have almost all of the big brands in the industry on their website, we were quite competitive already. On top of this they were running special offers throughout the year which we needed to try and stay on top of. As a challenge, we were asked to also try and double the ROI on Shopping.
What we did:
We completely restructured the shopping campaigns to segregate by brand
We also changed the shopping priority settings on these campaigns vs the catch all shopping campaign.
We also segregated some of the top performers to ensure we give these more love and attention.
We started to regularly update the promotions using merchant centre and 3rd party software feed optimise to help us create these easily.
Not only did we manage to increase the revenue further but also the ROI increased to above the target. On the chart below you can clearly see when the change in the strategy took place (Over June and July 2016). .
We managed to increase revenue from January 2016 to January 2017 by 70%, but we didn’t stop there. The increased from February 2016 to February 2017 was 127%. From March 2016 to March 2017 was also at 125%. Evert month since June 2016 has also hit the ROI target (with November increasing much further prior to Christmas).
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