Huge Holiday Sales

Challenge

Grow Category

Summary

Facing new headwinds in 2020, Bose set a goal to accelerate its e-commerce revenue growth by scaling automation to drive holiday sales.

Thumbnail Headphones 700

Challenge

Bose is dedicated to long-term research and developing products and technologies with real customer benefits. Bose innovations have spanned industries, creating and transforming categories in audio and beyond.

Last year, they faced three challenges:

  1. Increased competition
  2. Heavy reliance on third-party retailers
  3. Brick-and-mortar store closures

Bose took a look at other tactics to retain cost efficiency and accelerate direct-to-consumer revenue growth on Bose.com.

Idea

Bose and MediaCom turned to automation to get more revenue at the same spend levels. But they didn’t just turn on automation overnight–they laid a solid foundation to give automation the best chance to succeed.

First, they broke down team silos to fluidly allocate spend where the demand was. For example, they unified efforts across local markets and product categories. Next, they conducted a complete account restructure. They consolidated campaigns and ad groups to give machine learning more data to improve its predictive accuracy. Finally, they’re regularly improving the quality of the inputs they feed into automation. They’ve filled gaps in their product feeds and implemented the global site tag to future-proof conversion measurement.

Results

Increase in e-commerce sales from Search & Shopping
+81%
Revenue growth from Search & Shopping
+35%
Improvement in online ROAS year-over-year
+67%

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