The Challenges

According to Richard Sejean, Browns’ Director of Marketing Strategy, this includes many customers beginning their journey with Browns online, whether they ultimately choose to transact in a physical store or via e-commerce. As a result, it has become critical for brands like Browns to meet customers wherever they are.

“When people are searching for a key style like the Ugg Adirondack or Converse Chuck Taylor, we want to make sure that they know they can find it at Browns. Transforming digital destinations like Google and Facebook into windows into our collection presented us with a tremendous opportunity” Sejean said.

The Solution

Browns worked with HighStreet.io to leverage its integration with Salesforce Commerce Cloud, which allows retailers to update, optimize and connect product data to a variety of platforms. These include Google Shopping, Facebook Dynamic Ads, and Instagram Shoppable Posts, as well as affiliate marketing channels and retargeting services.
Highstreet.io provides refreshes from Browns’ eCommerce platform every 30 minutes and publishes the available data to channels such as Google Merchant Center six times a day.

Highstreet.io supports Browns’ content in both English and French, prioritizing channels such as Facebook, Instagram, Google Shopping, and Pinterest.

Each feed item has optimized titles, product types, promotion IDs, and custom labels that reflect details such as language and inventory level. This helps Browns ensure it meets customer expectations and continue to deliver a great experience by not promoting products that are low in stock.

The Results

“Once we were able to share our catalog in a meaningful way with the ad platforms, we immediately saw the return,” Sejean said.

Specifically, since working with Highstreet.io Browns has experienced:

A 50% increase in click-through rates (CTR):

By taking advantage of Highstreet’s integration with Salesforce Commerce Cloud, Browns also saw a 48% increase in clicks to its eCommerce site. The combination of more frequent updates with more precise and accurate data has boosted the performance of Browns’ marketing efforts to support a critical area of its business.

Greater confidence across the customer journey:

While many customers will convert online, Sejean pointed out that working with Highstreet.io also ensures that Browns is operating in a true omnichannel manner, giving customers who prefer to transact offline visibility into the breadth of Browns’ collection even before they arrive in-store.

Growing visibility to expand nationally:

In provinces like Ontario and Quebec, Browns is already a household name. That still leaves a large addressable market in the rest of Canada where the brand continues to grow its physical footprint. “Ensuring that Browns is front and center when customers are shopping for the products that we carry is as relevant in markets with lower awareness as it is where Browns is a household name,” he said.

Service that provides insight and value:

For Sejean, one of the biggest advantages of working with Highstreet.io has been a relationship where challenges and opportunities are met with a tailored problem-solving approach. “When we speak, we’re heard, and there’s a direct result. There’s a desire to understand the business challenges, and work to resolve them,” he said.

Next Steps

As successful as the partnership has been, Sejean added that Browns is already looking ahead to how it can build upon its use of Highstreet’s integration with Salesforce and leverage more of Highstreet’s platform and capabilities to continue growing its eCommerce business.

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