Savile Row had a strong product range and an established position in clothing retail.
The opportunity was not about finding new products to sell.
It was about getting more value from the products already sitting in the catalogue.
Before working with Shoptimised, revenue was concentrated in a relatively small part of the product range. 28% of products generated 100% of revenue, while 33% of products had no clicks. A further 8% of budget was being spent on non-converting products.
For a retailer with a wide catalogue, that meant a large number of products were live, but not really contributing.
The account was performing, but not enough of the catalogue was getting visibility in Google Shopping.
The Challenge
Savile Row needed to grow revenue without disrupting the products and campaigns that were already working.
This is a common challenge in Google Shopping.
The products with the strongest history often continue to get the most visibility. They attract the clicks, they get the budget, and they keep driving the majority of revenue.
That can work well for the products already performing, but it leaves a lot of the catalogue underused.
For Savile Row, the challenge was to bring more overlooked products into play.
The goal was not to push harder on the same bestsellers. It was to identify the products that were being missed, give them a clearer route into Shopping, and help more of the product range contribute to revenue.
What We Did
We used Shoptimised Incremental Sales to identify products that were not getting the visibility they needed.
That included products with no clicks, products that were not converting, and products that had not been properly utilised within the existing Shopping setup.
Rather than changing the core campaigns or interfering with the products already performing, we created a separate incremental route for those overlooked products.
This allowed Savile Row to keep the existing activity protected, while giving missed products their own chance to compete.
Once those products had been identified, we built a focused incremental feed around them.
The aim was to give previously inactive products better structure, clearer visibility, and a stronger route into Google Shopping.
Instead of expecting the same small group of products to carry the account, we helped more of the catalogue start doing its part.
The Results
The results showed the value sitting inside the existing product range.
Savile Row generated £500K+ in incremental revenue, alongside a +32% overall revenue increase.
There was also a +108% increase in products now driving revenue, showing that the uplift came from a wider base of products, not just the same core performers doing more work.
That was the real shift.
More products started converting. More of the catalogue contributed to sales. Revenue growth became less dependent on a small group of products.
For Savile Row, Incremental Sales helped turn overlooked products into measurable revenue.
The Takeaway
Google Shopping growth is not always about adding more spend or pushing harder on the same products.
Sometimes, the opportunity is already sitting inside the feed.
For Savile Row, the biggest shift came from identifying the products that were not getting clicks, not converting, or not contributing as much as they could, then giving them a clearer route to revenue.
The result was £500K+ in incremental revenue, a +32% overall revenue increase, and a catalogue that worked harder across a broader range of products.
