Maximising product visibility and performance for Easylife
How Feedonomics helped a UK catalogue retailer achieve nearly 500% YoY shopping revenue growth
Customer challenges
- Maximising product visibility across multiple platforms
- Making marketing efforts more dynamic with limited flexibility in tech
- Aligning product listing data with user intent and improving campaign efficiency
Feedonomics solutions
- Integrate Feedonomics into Easylife’s digital ecosystem to enable seamless and dynamic product feed management
- Optimise product naming structures and implement A/B tests to improve performance
- Utilise custom labels to segment products and focus marketing spend on high-ROAS items
Meaningful results
Achieved a 500% year-over-year increase in shopping campaign revenue
Scaled campaign spend while maintaining a return on ad spend of 4.5
Enabled an ongoing testing strategy while amplifying and aligning messaging across channels
Expanding digital reach with optimised product feeds
Easylife is a leading UK-based catalogue retailer dedicated to providing affordable and practical solutions for everyday living. With over 30 years of experience in the market, the company has continually adapted to changing consumer behaviours by leveraging the latest technology to enhance its ecommerce strategy.
As digital retail evolved, Easylife faced the common challenge of ensuring its products achieved maximum visibility across online platforms. To support its goals, the company turned to Feedonomics in 2022 with the intent of scaling its marketing efforts, optimising campaigns, and improving product data management.
Michael Slabbert, Digital Media Manager at Easylife, oversees digital performance and has been instrumental in leveraging Feedonomics to enhance the company’s marketing strategy. Since integrating Feedonomics, Easylife has seen significant improvements in return on ad spend (ROAS) and shopping campaign revenue.
“Through the integration of Feedonomics into our digital ecosystem, we have been able to maximise the reach of our product feeds across various touchpoints in the online purchase journey,” said Slabbert. “It has also allowed us to be more dynamic in our marketing efforts.”
“Through the integration of Feedonomics into our digital ecosystem, we have been able to maximise the reach of our product feeds across various touchpoints in the online purchase journey. It has also allowed us to be more dynamic in our marketing efforts.”
Michael Slabbert, Digital Media Manager at Easylife
Driving efficiency with data-driven campaign optimisation
One of Easylife’s main challenges was improving the efficiency of its marketing campaigns. With approximately 1,500 SKUs, managing product data to create highly structured campaigns was difficult without tech suited to the task.
By using Feedonomics, the company imported Google Ads performance data into the platform. Easylife’s PPC agency, Verkeer, then worked with Feedonomics to implement dynamic custom labeling for top performing products and underperformers. With better segmentation, Easylife was able to drive sales for hyper-relevant product category campaigns.
“We are using custom labels in our feed to help both identify high-ROAS products and allow our team to drive greater revenue efficiencies from our shopping campaigns,” Slabbert explained. The ability to dynamically adjust campaigns based on refreshed data has been a game-changer for Easylife’s performance marketing strategy.
Unlocking growth through A/B testing and feed optimisation
Beyond improving product visibility, Easylife also leveraged Feedonomics’ flexibility to conduct A/B tests, refining search terms and optimising product feeds for better performance. Easylife’s team meets with the feed specialists at Feedonomics on a bi-weekly basis with the primary focus of optimising the product database.
“Given the efficiencies and flexibility of Feedonomics, we are in the process of trialling out optimised A/B tests for product search terms to see how feed changes can positively impact our digital performance,” Slabbert said. The ability to experiment with different strategies has provided valuable insights, helping Easylife refine its digital marketing approach for maximum impact.
“Given the efficiencies and flexibility of Feedonomics, we are in the process of trialling out optimised A/B tests for product search terms to see how feed changes can positively impact our digital performance.”
Michael Slabbert, Digital Media Manager at Easylife
“What we have learnt is that there are a number of different A/B tests that we can run to improve performance,” Slabbert said. One such test involves adjusting product naming structures to better align with user intent.
The results speak for themselves. Thanks to improved feed optimisation, strategic A/B testing, and a structured campaign strategy, Easylife’s shopping campaigns saw a 500% year-over-year increase in revenue, with a consistent ROAS of 4.5—demonstrating the effectiveness of a data-driven approach to ecommerce marketing.
Scaling for the future with Feedonomics
With a solid foundation in place, Easylife is now looking ahead to further scaling its operations. The company aims to improve the cohesion of its messaging while amplifying its brand presence.
“The main roadmap for Easylife’s feed marketing is aimed at helping build better synergy between online and offline marketing efforts,” Slabbert stated. “This is aimed at helping to scale the reach of Easylife’s brand for new customers.”
By continuing to leverage Feedonomics’ robust platform, Easylife is well-positioned to expand its digital presence, improve campaign efficiency, and drive sustained growth in the years ahead.
“It has been really great,” Slabbert concluded. “I can definitely see why Feedonomics is a must-have for anyone looking to scale their digital performance.”
“It has been really great. I can definitely see why Feedonomics is a must-have for anyone looking to scale their digital performance.”
Michael Slabbert, Digital Media Manager at Easylife
