Leading retailer of light bulbs since the early days of the Internet

Retail Category



Ipswich, United Kingdom

The Scoop

Leading Supplier of Light Bulbs, Lamps and Tubes Since the Early days of the Internet

BLT Direct has been a leading online supplier of light bulbs, lamps and tubes in the UK and around the world for a number of years. Their website provides instant access to almost 10,000 quality light bulb products at competitive prices with fast delivery.

BLT are an established retailer with a good reputation in the UK who wanted to take their online presence to the next level using Google Shopping as their main volume driver.

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The Problem

BLT Direct had the frustrating challenge of managing a HUGE catalogue of products

Having such a large offering of products (over 10,000) on a global scale brings its own unique challenges.

One of the biggest struggles was ensuring that their catalogue of products was gaining visibility and becoming profitable. The lighting sector has tighter margins and seasonality factors to take into account. BLT needed a solution that could respond to market trends in real time and that could take into account all of the different variables that can impact conversions. The challenge was to do this without blowing their budget on unprofitable terms, which is very easy to do on Google Shopping.

Google Shopping is a very time-consuming platform, especially when paired with a high number of products to manage. BLT needed a solution that could handle Google Shopping efficiently for every product and SKU, without taking precious time up from other important jobs.


Product SKU's

In Online Catalogue


Revenue Growth

In the first 90 days


Cost Reduction

In the first 90 days


Return On Ad Spend Growth

In the first 90 days

Amazing results!

"Bidnamic allowed us to become visible to our customers whilst reducing costs and increasing revenue."

Gary Baker BLT Direct

The Solution

Bidnamic increased revenue by 37% and decreased costs by 8% in the first 90 days

Within the first 90 days of joining Bidnamic, BLT saw revenue increase by 37% and costs decrease 8%. Bidnamic achieved this by applying machine learning to every product in the catalogue, predicting the optimal bid value for every product SKU on a 24/7 basis. After the first 90 days, they saw a 48% increase in Return on Ad-Spend and this has been continued through the past few months of using Bidnamic.

The Results


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