From the moment it was founded in 1966, The North Face® has been on a mission to shape the future of how humans engage with the natural world. The brand not only provides an extensive collection of outdoor clothing and gear, but has been a role model for sustainable manufacturing by repurposing surplus materials and advocating for wilderness preservation.
Thanks to its outstanding reputation and high-quality products, The North Face has continued to expand to hundreds of retail and partner locations across North America.
The North Face operates in a highly competitive market, especially as more and more consumers choose to shop online. The brand’s success depends on its visibility at the moment target customers are searching for their next purchase. Digital marketing channels like Google Shopping Ads are ideal for maintaining strong brand awareness, but they require extremely accurate and constantly updated product feeds.
Like many companies, The North Face relies on strategic partners such as PHD Media, its media agency, which manages digital advertising campaigns and constantly seeks new opportunities to improve performance, results, and return on investment (ROI). PHD Media set out to make The North Face an even stronger brand, not only in North America but also in Europe.
PHD chose to collaborate with Highstreet.io to enrich The North Face’s product feeds with performance data from Google Merchant Center as well as the brand’s own eCommerce data. Highstreet.io synchronized the data into single feed that would allowed PHD Media to dynamically assign values to a subset of The North Face’s products within their Google Shopping feed.
This subset of products was updated automatically based on price competitiveness and sales data, which meant the North Face was marketing products that have a higher likelihood of converting to sales based on their popularity and competitive price.
After initially using Highstreet.io’s updated performance feeds, The North Face’s Google Shopping campaigns saw:
And as time went by, the benefits increased.
In markets such as Germany, Spain, and Poland, The North Face achieved remarkable visibility gains:
The optimized feed led to an increase in clicks not only overall but also in specific categories across different markets:
Traditionally, the team at PHD Media had to be very hands-on in terms of updating product feeds to run The North Face’s Google Shopping campaigns. Working with Highstreet.io’s managed services feed up those employees to focus on other areas. When feed issues arise, meanwhile, PHD Media has celebrated Highstreet.io for being quick to reply and minimize disruptions when updates need to be made.
“I would strongly recommend working with Highstreet.io for product feed management. They were fast and precise in setting up the feeds and actively participated in discussions on how to structure them to achieve the desired results. It felt like a true partnership, with the common goal of achieving the best possible results on Google Shopping for The North Face.”
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