Steph Powell
The Brand
FatFace, is a British lifestyle brand, which creates product ranges across women’s, men’s, kids, footwear and accessories. FatFace is a multichannel retailer, with an international digital business, and over 180 stores in the UK and 20 stores in the US. The distinctive name comes from the name of the black mountain ski run in Val D’Isere, France.
The Challenges
FatFace wanted to enhance the ROAS across its digital channels. They needed a platform to manage their feeds for Paid Search, Paid Social, Remarketing and Affiliate Networks with a range of over 10,000 SKUs. To find out which attributes worked and didn’t, they had to scientifically test what variation delivered the best results.
Product Titles/Types are essential in appearing in Google searches, and images build a strong CTR. With new products every season, FatFace couldn’t easily normalise their product titles, or test variations of product types and images.
With a catalogue of 10,000+ SKUs changing on seasonal basis, they needed a platform to easily manage their feeds across Paid Search, Paid Social, Remarketing and Affiliate Networks.
The Solution
The Athos Commerce platform helped FatFace to import, optimise and tailor their products across their marketing channels, from one platform. They promote their listings on Paid Social, Paid Search, Remarketing and Affiliate networks and we help create a seamless distribution.
For example, Ego now review their product reports daily. With our platform, their team can match the best sellers from the previous day (and month). This insight encourages Ego’s marketing team to work more closely with merchandisers on a daily basis.
With our Content Experimentation module, they set A/B tests in minutes. Removing marketing names from product titles, testing title variations by adding relevant attributes like “Boys” and “Girls”, adding relevant terms to product types, or trying different product images, are just some tests they conducted on our platform.
With our rules engine, FatFace automatically fixed data errors, optimised their content, maximised their data accuracy for each channel and avoided penalties turning into products not showing and missed sales opportunities.
With our Data Connector, Google Ads performance metrics are imported and matched to product data. Then products are labelled dynamically. For example, FatFace could identify what products were receiving less than 500 impressions, put them in a control group and test attribute variations to match their customers’ queries. When impressions reach the threshold, they’re automatically put back to business-as-usual campaigns.
The Results
FatFace will use continuous product content testing to drive revenue growth and deliver USPs against their competition, selling more of their products to more people more often. Athos Commerce, FatFace and their Digital Agency are working closer together to align feed optimisation with campaign management and media buying.
- 24% increase on ROAS
Partner with Athos Commerce to transform your ecommerce store. With proven tools and expertise in search and merchandising, we empower businesses to achieve measurable growth. Contact us today to start optimizing your store for success.
