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American sports apparel retailer takes on Google Shopping with AI solution

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Impact in Numbers

34% ROAS increase

32% Revenue increase

35% Conversion increase

The scoop

The boardsports-oriented outfitter targets North American markets with vast SKU inventory 

Inspired by creative spirit, Volcom was founded as a clothing company rooted in skateboarding, surfing, and snowboarding. Building upon the foundation of sports culture, Volcom also supports initiatives in music and the arts and lives by the mantra ‘True To This’ as a rallying cry for persistent rebels and creatives that follow their passions.

Volcom creates apparel for men, women and kids across a variety of categories including outdoor, snow, surf, swim, skate, denim, accessories, fashion and more.

Since Volcom’s inception in 1991, the brand has grown to serve markets around the world, operating more than 100 direct-to-consumer retail outposts globally, multiple regional ecommerce websites and has distribution in hundreds of speciality retail and department store locations.

The challenge

Despite having an internationally recognised brand, Volcom were struggling to see the value of Google Shopping as part of their ecommerce strategy

The retailer sought a solution to their challenge in reclaiming branded searches.

Like many other retailers, Volcom found managing the 5,000+ SKU catalogue incredibly time-consuming. Furthermore, Smart Shopping was unable to successfully generate desirable profits, which at the time meant that Google Shopping didn’t appear to be a particularly valuable or worthwhile channel.

Volcom needed an automated solution to take care of the complex and time-intensive task of monitoring and updating their Shopping campaigns. 

For Volcom, success is being able to scale spending and revenue, in order to reach the true potential of their Shopping account. Cue Bidnamic’s machine learning, human thinking technology.

Since starting to work with Bidnamic, we’ve been able to recognise the potential of Google Shopping more fully than we previously were when relying on Google’s own Smart Shopping campaigns.

Reid Sheldon

Head of Global Digital Marketing

The solution

Bidnamic’s AI approach is able to simultaneously consider over 100 market-relevant variables for every single SKU in your catalogue

Together with its high-frequency bid management, and continuous operation, Bidnamic’s platform is able to create a true bid value for every last SKU. 

As part of the Bidnamic service, our customer success team is available for regular calls to maintain and monitor performance. This was especially important for Volcom, who joined Bidnamic in October, weeks before the significant retail period, Black Friday.

For Volcom, close coordination was essential, and they were keen to receive Merchant Centre and product feed recommendations from the Customer Success team in order to secure overall success.

The results

Since joining only five months ago, Volcom has already increased their ROAS by 34% YoY, their revenue by 32% YoY, and conversions by 35% YoY

Meanwhile, we’ve been able to help Volcom reduce their average CPC by 20%, and CPA by 27% year-on-year.

We’re really excited to announce that in the short period since Volcom onboarded with Bidnamic, they’ve already chosen to expand their Google Shopping management to the Canadian market with the aid of our teams here at Bidnamic.

Book a call with one of our Google Shopping Specialists

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