Service Name
E-Commerce & Lead-Gen
Clients
Badkamerxxl
Project Overview
In the highly competitive market for sanitary and wellness products, Badkamerxxl stands as a prominent Dutch retailer with a massive catalog of over 50,000 products, serving both online shoppers and physical showroom visitors. Despite its strong market position, the brand faced a critical challenge: achieving sustainable, profitable growth while navigating the complexities of high-volume, multi-channel retail.
The existing advertising strategy was constrained by two major factors: stagnant Return on Ad Spend (ROAS) and difficulty in accurately attributing the value of high-value, but offline, showroom appointments. This case study details the strategic intervention that focused on optimization and smart attribution, resulting in a significant +33% increase in ROAS and 25% more showroom appointments.
Before
+1%
ROAS Increase
+10%
Showroom Appointments
+1%
Product Visibility (Impressions)
Case
In the highly competitive market for sanitary and wellness products, Badkamerxxl stands as a prominent Dutch retailer with a massive catalog of over 50,000 products, serving both online shoppers and physical showroom visitors. Despite its strong market position, the brand faced a critical challenge: achieving sustainable, profitable growth while navigating the complexities of high-volume, multi-channel retail.
The existing advertising strategy was constrained by two major factors: stagnant Return on Ad Spend (ROAS) and difficulty in accurately attributing the value of high-value, but offline, showroom appointments. This case study details the strategic intervention that focused on optimization and smart attribution, resulting in a significant +33% increase in ROAS and 25% more showroom appointments.
Challenges
- Margin-Based Complexity
- Offline Attribution Gap
- "Zombie" Product Underperformance
- Stagnant ROAS
My Solution
- Profit-First Product Prioritization: Campaigns were restructured to use advanced product feed optimization (such as AI-enhanced tools) to prioritize high-margin products. This ensured that ad spend focused on items delivering the highest return.
- Feed Optimization Blitz: Titles, descriptions, and product attributes for underperforming items (the "zombie" products) were overhauled. This massive optimization effort immediately boosted their search visibility and relevance in Google Shopping and Performance Max campaigns.
- Full Attribution Model for Showrooms: Implemented a robust tracking system to correctly link online ad clicks to offline showroom appointment bookings. By assigning a high value to these appointments, the algorithm was trained to bid more aggressively on high-intent lead-generation searches.
- Target ROAS (tROAS) Calibration: Switched from volume-based bidding to a precise Target ROAS strategy, allowing the system to constantly self-optimize bids to hit the desired profitability target.
- Feed Optimization Blitz: Titles, descriptions, and product attributes for underperforming items (the "zombie" products) were overhauled. This massive optimization effort immediately boosted their search visibility and relevance in Google Shopping and Performance Max campaigns.
- Target ROAS (tROAS) Calibration: Switched from volume-based bidding to a precise Target ROAS strategy, allowing the system to constantly self-optimize bids to hit the desired profitability target.
- Full Attribution Model for Showrooms: Implemented a robust tracking system to correctly link online ad clicks to offline showroom appointment bookings. By assigning a high value to these appointments, the algorithm was trained to bid more aggressively on high-intent lead-generation searches.
After
+1%
ROAS Increase
+200%
Showroom Appointments
+20%
Product Visibility (Impressions)
Impact
The strategic shift to a profit- and appointment-focused system delivered immediate and measurable success, reigniting the brand’s growth trajectory:
Return on Ad Spend (ROAS) Soared: Achieved a substantial +33% increase in ROAS, meaning every advertising euro spent generated significantly more profitable revenue.
Showroom Appointments Spiked: Drove a crucial +25% increase in highly qualified showroom appointments, directly translating online advertising spend into high-value offline sales opportunities.
Enhanced E-commerce Visibility: The feed optimization efforts resulted in a significant increase in impressions (up to +13.1%) and clicks (+7.4%) for previously hidden products, revitalizing the long tail of the product catalog.
The strategic optimization of our Google Shopping feed and the implementation of full attribution tracking completely transformed our advertising performance. Thanks to the new Target ROAS approach, we saw a 33% increase in ROAS and a 25% boost in showroom appointments. The results were immediate, and we’re now on a much more profitable growth path.
deep understanding of e-commerce and lead-generation strategies helped us overcome some critical challenges. By prioritizing high-margin products and reworking our underperforming inventory, we saw a remarkable improvement in both visibility and conversions. Our showroom appointments surged by 25%, and our ROAS increased by 33%. We’re thrilled with the impact Tusan's strategies had on our business!
Tamzid Molla transformed our advertising strategy, leading to a +33% increase in ROAS and a 25% boost in showroom appointments. Their expertise in product feed optimization and accurate attribution helped us drive better ROI and higher visibility for underperforming products. The results have been outstanding!
Product Design Digital Marketing Art Direction UI/UX Design Motion Graphics Product Design Digital Marketing Art Direction UI/UX Design Motion Graphics Product Design Digital Marketing Art Direction UI/UX Design Motion Graphics
Frequently Asked Questions FAQ
What challenges did Badkamerxxl face?
The main challenges included stagnant ROAS, difficulty in linking online ads to offline showroom visits, underperforming products, and managing profitability across a large inventory.
What solution did you implement?
We restructured campaigns to prioritize high-margin products, optimized product feeds for better visibility, implemented a full attribution model for showroom visits, and switched to a Target ROAS strategy for better bid management.
What results did you achieve?
We saw a +33% increase in ROAS and a 25% increase in showroom appointments, plus a significant rise in impressions and clicks for previously hidden products.
How did feed optimization contribute to success?
Feed optimization boosted the visibility and relevance of underperforming products, resulting in more impressions and clicks, and revitalizing the product catalog.
