With more than 250 branches nationwide, Euro Car Parts is the U.K.'s No. 1 supplier of—you guessed it—car parts.
The company mostly sells after-market car parts from brands like Brembo, Castrol, Shell, Bosch, and its own range, but Euro Car Parts also has a wide range of parts and accessories for other vehicles, including vans and motorbikes.
Managing product data for thousands of parts isn't easy, especially when that information comes from a variety of sources and systems. After a short period, the team quickly realized in-house data feed management wasn't sustainable.
"When you're working in a retail environment where products, prices, new ranges, and new brands come in daily," said Dave Cain, Head of Digital Marketing at LKQ UK & Ireland, "managing that internally with disparate amounts of data can be really, really challenging—pretty much impossible."
Jaywing, the company's long-standing agency partner, recommended Feedonomics as that technology and service provider — a reflection of the role they play in evaluating and vetting new tools for the account. The relationship officially started in November 2022 with a focus on advertising their full range of products across Google.
Feedonomics soon helped Euro Car Parts increase its product eligibility in Google Merchant Center (GMC), improve its click-through rate (CTR) and return on ad spend (ROAS), and add two new channels to its advertising mix.
"Prior to implementing Feedonomics, daily manual updates were not only time-consuming, but also prone to inaccuracies," said Mansukh Godaria, Senior Digital Performance Executive at LKQ UK & Ireland. "Now, the platform seamlessly integrates product data, inventory levels, and store information from various sources into a single feed. Due to the improved data accuracy and efficiency, this consolidated feed enables us to create and execute optimal marketing campaigns."
With Euro Car Parts continuing to cruise right along, improving GTIN coverage from 58% to 74% in only six months, the team was confident in the platform and team behind Feedonomics. But, it wasn't long until AI and AI-powered search entered the picture. Staying visible was no longer a matter of maintaining a healthy Google Merchant profile.
We've had brilliant feedback from Google and Feedonomics has been our partner of choice for the last three years now. With AI and all the changes over the last six to 12 months, we knew we needed to do more to enrich our data to enhance our visibility. ”
The Euro Car Parts team knew they'd need to enrich their product data to go beyond Google and show up in AI platforms, like ChatGPT or Perplexity. This presented a similar challenge as the ones they had with feed management: they simply had an unreasonable number of products to manually prep for AI.
The team at Euro Car Parts opted for AI Data Enrichment from Feedonomics, starting with their top 100 products. Where would they be after only two rounds of changes?
A continuing focus on feed quality.
Efficient and effective feed management is foundational to success with any enrichment effort, so it's important to look in the rearview with Euro Car Parts and Feedonomics.
When the partnership began in late 2022, Dave said data consolidation and improving feed quality were top of mind. Euro Car Parts leaned on the power and flexibility of Feedonomics' platform to achieve both, resulting in a 20% increase in product eligibility within GMC in the initial onboarding period.
Efficient data remapping—which includes ensuring the company's products display correct URLs, availability, price, and more—also played a big role in Euro Car Parts' improvement.
"So we've got 100,000 products within our inventory," Dave said. "Working with Feedonomics, GTIN coverage improved from 58% to 74% in six months. And that gives us great coverage as well within Google search results."
Data protection was also a major focus. Dedicated feed managers at Feedonomics have worked closely with Euro Car Parts to mitigate data discrepancies in its master source files and have used the platform to ingest supplemental data from other systems to prevent account warnings and widespread disapprovals.
These efforts have allowed Euro Car Parts to maintain a GMC error rate below 1% for the majority of its relationship with Feedonomics.
"What you've really helped us to do is support us with error resolution," Dave said. "We received feedback from Google in Q3 2023 where they told us that we've got one of the best feeds within retail. I think our accuracy rate on our feed is over 99%, which is very encouraging."
We received feedback from Google in Q3 2023 where they told us that we've got one of the best feeds within retail. I think our accuracy rate on our feed is over 99%, which is very encouraging.”
High-quality data drives successful ad campaigns, and the impact Feedonomics has made on the company's product listings gave it the confidence to expand. Since the relationship started, Euro Car Parts has added two new channels—Facebook and Google local inventory ads (LIAs)—to an advertising portfolio that already included Google Shopping and Oracle.
Finding visibility and freedom with automated enrichment.
AI Data Enrichment from Feedonomics automates the enrichment process, making it possible to streamline current efforts and scale. The success of the team at Euro Car Parts is great proof.
"We went through maybe one or two rounds of amends and then we were able to test a very small number of products," Dave said. "Then when we got some confidence, we were able to build that out to nearly 25,000 products that we stock and sell."
Confidence was key to scaling, and fortunately it was quickly earned. The team deliberately phased the rollout — starting with their top 100 best-selling products specifically so they'd be able to see meaningful improvements before committing further. With those results in hand, the path to 25,000 products was clear.
"We deliberately phased it," Mansukh said. "Those were our top sellers, so we knew we'd be able to see the improvements. Then we moved at pace."
Throughout the process, Holly Firth, PPC Manager at Jaywing, confirmed the experience from the agency side was equally smooth. "Everything was running smoothly within the accounts and we didn't experience any errors within the products from the campaign side of things," she said. Working in close coordination across all three teams — Euro Car Parts, Jaywing, and Feedonomics — made it possible to move quickly without sacrificing quality.
"Ultimately, you've got an agency, you've got a tech provider, and then you've got a supplier, which is us," Dave said. "We work together as one team, and it's a partnership."
With this enriched data, Euro Car Parts could increase their chances of showing up where AI was concerned, and further improve the level of detail and attribution present in their product listings.
For instance, instead of a product being listed as a "Brembo front disc pad," automation could pull from their master compatibility list and change it to "Brembo front disc brake for Nissan," or any other compatible manufacturer.
"AI-driven search is transforming how people find information, make decisions, and buy products." Said Rob Wood, Biddable Director at Jaywing. "As search becomes increasingly conversational and personalized, brands need to adapt to this shift in behavior to remain competitive. Optimizing shopping feeds for this shift enables search engines and AI assistants to better understand and surface products, ultimately driving more qualified traffic to your website."
Data wasn't the only thing benefitting from this new effort. With automation that "just works," in the words of Mansukh, the team at Euro Car Parts also found themselves in possession of something far more precious: time.
The time freed up from FDX has enabled me to focus more on strategic optimization across our paid media activity. This includes better planning and execution of offers and promotions, trading budgets more effectively on Google, and continuously refining ads to improve engagement while driving down CPCs. Ultimately, this allows for a stronger focus on improving overall ROAS. ”
Looking ahead: possibilities at scale.
The team at Euro Car Parts didn't opt for AI Data Enrichment solely out of necessity. They believe in staying ahead of the curve, and it's clearly paying off. For them, and most importantly, the customer.
So, what's next? Dave kept it simple: "scalability at pace." They started with 25 products, and then 100, and now they can continue to scale that success. Euro Car Parts gets more business, customers find what they need, and everyone wins. At scale.
"We want to be at the forefront of leveraging technology and data, and recognize that both make it easier for customers to shop with us while reducing pain points and friction," Dave said. "What we can see in the data, is that with the enrichment, customers have found it easier to shop with us. We always want to focus on the customer, and AI enrichment is the piece enabling us to do that."
For anyone still weighing whether to take the leap, Mansukh's advice is straightforward: "Just get started. Even if it's your top 100 best sellers — test it out, and then move at pace if the results are in your favor."
