Skechers, which is the market leader in casual wear and children's categories in the USA, is also the second-largest brand in the USA in the sports shoe category. The brand, which met with consumers in 1992, has become a worldwide shoe phenomenon with its products combining functionality and design. Skechers, one of the biggest brands in the world in the global sense, provides service with over 1000 stores in more than 190 countries.
Skechers as a well-known brand is using various platforms like Google, Facebook, and Criteo. In order to meet strict requirements of Google, the brand needs to put a lot of effort on product data feed. Preparing and managing feeds was extremely time consuming for both the marketing and IT team.
Skechers also has goals about launching new platforms rapidly and boosts its visibility. They needed fast and efficient implementation.
Since Skechers is mainly a footwear company, one of the crucial information about their products is size information. When most of the top selling sizes of a product are sold out, it's not efficient to display these products on ads. To solve this inefficiency and other problems, Skechers decided to work with crwizard as product feed management partner.
To increase the quality of feeds, automated rules and management of its inventory data have been applied. With crwizard, Skechers has quickly created new feeds for new channels.
Variant Availability Rate (Custom Labels)
Increasing Feed Quality
With these improvements, product feed data meets the highest quality standards. If there are any problems with the data flow in the feeds, the team receives instant notifications.
Skechers marketing team no longer has to worry about advertising insufficient stocked products or inaccurate information, thanks to rules we have applied on crwizard tool. The increase in feed quality and accuracy has resulted in a 21% uplift in CTR, a 45% increase in ROAS and a 106% boost in conversion rate on Google shopping.
Thanks to all valuable actions on product data feed applied by crwizard, campaign management is now much more flexible and relevant. We are improving our traffic acquisition and increasing revenue by sending only the most efficient products to marketing platforms. – Meltem Çırak, Digital Marketing Manager
In the next step, the improvements will be focusing on Google Analytics integration. After setting rules and filters using Google Analytics metrics, the brand can distribute only the desired products. Another focus area is going to be creating affiliate marketing feeds.