The Challenges

With more retailers creating a strong digital presence or expanding their sales through online marketplaces, Etro recognized it needed to do more to stand out. An internal analysis had determined that Etro’s clickshare on shopping channels was lower than that of its competitors, for example. In order to avoid losing potential sales, the company wanted to improve its ability to run digital marketing campaigns using the most effective online advertising channels.

Part of Etro’s strategy sprang from a decision to shift from the standard Google Shopping campaigns it was already running to Google’s Performance Max, a service that allows advertisers to access all Google ads inventory from a single campaign. While Performance Max held great promise for Etro, it would mean a lot of work in creating and managing product feeds.

The Solution

The Results

Etro has gained a high level of technical support from working with the Highstreet.io team. The ability to integrate Highstreet.io’s product feed management solution with a full stack of Etro’s proprietary e-commerce tools, meanwhile, has allowed the brand to keep all feeds constantly optimized and updated to achieve maximum campaign performance.

This has led to several bottom-line benefits, including:

A 51% year-over-year increase in conversion value

With Highstreet.io’s product feed management solution in place, Etro has been able to leverage the full power of Google’s Performance Max offering, which uses artificial intelligence (AI) to find untapped customers and potential sales opportunities.

A 6% increase in return on advertising spend (ROAS)

Even for a well-established and successful brand like Etro, every dollar invested in digital marketing needs to deliver tangible value. With accurate, up-to-date product feeds that reflect current inventory levels through Highstreet.io’s platform, Etro has been able to demonstrate it is on the right path. This not only includes its home base in Italy, but also the United States, which had traditionally represented its most challenging international market.

High visibility across multiple channels

A brand like Etro needs to position itself as a true omnichannel brand, despite some of the extra effort it requires. The partnership with Highstreet.io has removed much of the workload from its team while ensuring the brand can easily be found on Google and Meta-owned properties such as Facebook and Instagram as well as through affiliate networks. Highstreet.io also helps Etro pursue retargeting opportunities thanks to its Criteo integration.

Adaptive capabilities to move at the speed of business

When brands try to handle product feed management on their own, it tends to be a manual process where making changes later on becomes prohibitive. Highstreet.io’s automated approach has given Etro the ability to make simple customizations to its feeds, such as adding labels, while also integrating with price monitoring tools to maximize efficiencies.

Next step

Feedback from Etro

The integration on premium marketplaces and publishers can be expensive and have a negative impact ROAS, due to lack of short-term results. The opportunity to have our feeds managed by Highstreet has allowed us to use alternatives to traditional display placements and securing similar level of visibility with greater efficiency. – Serena Loguercio, Digital Marketing Manager at Etro

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