How LuisaViaRoma increased Shopping Campaign Performance
Industry: Multibrand Apparel
Added Value: Speed of execution & high quality service
As a true pioneer of fashion eCommerce, LUISAVIAROMA was quick to recognize the value of product feed based digital marketing services. They were also very frustrated by the amount of time and resources required to create and manage the product feeds to promote their catalogue of more than 50K items across the globe.
Each partner required a specific format from LUISAVIAROMA, and although not complex, the job was time consuming and tied up valuable technical resources that would have been better employed elsewhere
“We were facing two main challenges. The first was to reduce the resources devoted to feed management in order to ramp up our digital marketing activities and the second was to improve the quality of our feeds to increase campaign performance. By leveraging Highstreet.io’s feed management expertise we were able to achieve both. “
Nicola Antonelli Web Project Manager, LUISAVIAROMA
The Solution: Omni-channel Product Feed Management
Our tailored strategy to LUISAVIAROMA’s business requirements provided them with a full-service solution. This included:
Step 1 Generation & Configuration: Highstreet.io implemented a master product feed that synchronized all of LUISAVIAROMA’s product data to its robust SaaS product data management platform.
Step 2 Optimization: Despite the unique characteristics of LUISAVIAROMA’s custom ecommerce platform, Highstreet.io quickly made the required modifications to their feed relating to their product variants.
Step 3 Submission: Our product feed consultants worked directly with Google and other digital partners to ensure the feeds met their, sometimes complex, requirements.
Once implemented, all they had to do to activate a new service or market was send us an email. The groundwork was set to maximize future shopping campaign performance
Here’s how we helped them:
- Took the load off their technical resources
- Improve the quality of feeds sent to digital marketing services in order to improve campaign performance
- Allow them to ramp up the scale of their digital marketing by accelerating the feed creation process and distribution to both new marketing partners and markets
Before working with Highstreet.io LUISAVIAROMA was spending up to 120 hours dedicated to product feed management. The time, research and expertise it took to generate, configure, optimize and submit feeds was getting increasingly labor intensive.
Highstreet.io platform took the strain off internal resources, and lessened the cost to implement highly effective Google Merchant Center marketing by assuming the responsibility for LUISAVIAROMA’s product feed management, which lead to:
- Doubled the speed of campaign execution.
- Enhanced the quality of feeds to increase campaign performance.
“Speed is one of the most important competitive factors in our industry. It is fundamental that we are able to rely on a service that is rapid and of a high quality. The speed of execution and quality of the service were two aspects of Highstreet.io that we were most satisfied with.
I would happily recommend working with Highstreet.io because they also have a support team that is receptive, fast and responsive to our particular needs. And all at a cost effective price point. – ” Nicola Antonelli Web Project Manager, LUISAVIAROMA