80s Casual Classics had strong products, a loyal customer base, and a catalogue built around the revival of heritage fashion brands.
The challenge was not that the products could not sell.
The issue was that too many of them were not getting a real chance to perform in Google Shopping.
Before working with Shoptimised, revenue was heavily concentrated in a small part of the catalogue. Just 10% of products were generating 100% of revenue, while 59% of products had zero clicks. At the same time, 15% of budget was being spent on products that were not converting.
For a retailer with a strong product range, that meant a large part of the catalogue was sitting in the background.
80s Casual Classics needed to grow Shopping revenue without relying on the same products to keep doing all the work.
This is a common issue in Google Shopping accounts.
Core campaigns often favour the products that are already selling well. Those products continue to get visibility, clicks, and budget, while the rest of the catalogue struggles to enter the auction properly.
For 80s Casual Classics, this meant most of the catalogue was not contributing to sales.
The key challenge was simple:
How do you give underused products a better chance to sell without disrupting the products and campaigns that are already working?
We used Shoptimised Incremental Sales to identify the products that were being missed by the existing Shopping setup.
This included products with no clicks, products that were not converting, and products that had not been given enough visibility to prove what they could do.
Rather than changing the core activity or forcing more budget into the same bestsellers, we created a separate route for those products.
That meant the existing high performers could continue to do their job, while previously inactive products were given their own path into Google Shopping.
Once the missed products had been identified, we built an incremental product feed focused on the parts of the catalogue that were not contributing.
From there, the feed was structured and optimised so those products had a better chance to compete.
The aim was not just to increase revenue.
It was to make more of the catalogue work.
The results showed a clear shift in performance.
80s Casual Classics achieved a +102% overall revenue increase, with incremental campaigns delivering a 14x ROAS.
More importantly, the growth came from a wider base of products.
There was a +137% increase in products contributing to sales, which meant the account was no longer relying so heavily on the same small group of products.
For 80s Casual Classics, that was the real change.
Previously inactive products started generating revenue. More of the catalogue began to contribute. Budget was no longer focused only on the products that had always performed.
Growth in Google Shopping does not always come from adding more products, increasing spend, or pushing harder on the same bestsellers.
Sometimes, the biggest opportunity is already sitting in the feed.
For 80s Casual Classics, the shift came from identifying the products that were not getting clicks, not converting, or not contributing, then giving them a clearer route to revenue.
The result was a stronger, broader Shopping account with more products driving growth.
Book a demo and we’ll show you where your catalogue could be leaving revenue behind.
