Robert Dyas case study
Robert Dyas is a homeware and outdoor goods retailer. Its physical stores are predominantly in the South of England, but it has wider national appeal through its website. It is part of the Theo Paphitis stable of companies, alongside Ryman and Boux Avenue.
Being a household retailer means Robert Dyas are sat in a very competitive landscape, but thanks to PushON’s ongoing SEO, the website performs very well. However, the frantic nature of Black Friday presents unique challenges when it comes to getting offers noticed above the competition.
The client needed a £10 ROI delivering via the PPC channel, and for this figure to increment each year thereafter. Combined with a need to vigorously market their Black Friday promotions, PushON conducted an account restructure to align with the targets set, which in turn allowed us to deliver more focused campaign executions at category level and deliver the return required. This also included diligent use of Google Shopping using PushON’s profitability modelling methodology.
We implemented a fully functional profitability model that generated pure profit via Google Shopping. This delivered a 10% cost of sale across all campaigns, thereby meeting the KPI.
The results of the Black Friday campaign were impressive. Year on year sales for November alone increased 71%, versus November 2016, driven on the back on a 65% traffic uplift. The result? £12 ROI against the £10 targeted. It was simply the best November in their history for sales including Black Friday. In the days following Black Friday, the ROI settled at a higher level of £10.70 ROI, and long-term, we delivered a 68% increase in conversion across the whole year.
The team at Robert Dyas were delighted with the performance of PushON’s work – their best November, best Black Friday and best year on record.
£12 Return on Investment
71% Year on Year Sales Increase
68% Conversion Rate Increase