Driving incremental revenue by shining a light on ghost products

Croud

Client: PrettyLittleThing

In the Summer of 2021, PrettyLittleThing, the UK based women’s fashion retailer, tasked Croud with finding new customers, at a lower cost-per-acquisition, through the medium of paid search. With tens of thousands of products offered to consumers, and multiple new product lines being launched each week, PLT needed support in maximising their paid search strategy and shopping campaigns.

Using Google Smart Shopping Campaigns, the team at Croud were able to identify products not being shown to consumers via the existing campaigns, and set up smart, automated processes in order to maximise existing reach whilst also reaching more customers; uncovering incremental revenue opportunities. The team’s strategy - informally known as zombie shopping - took a new approach to SKUs that were laying dormant in Smart Shopping campaigns. The campaign was an overwhelming success for Croud and PrettyLittleThing. Not only did the campaign succeed in driving clicks, but they also went on to drive impressive incremental revenue in their respective categories.