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Coolclub.gr Case Study
How Google Store Sales Direct Transformed into the Most Innovative Campaign
COOL CLUB is a clothing, accessories and footwear company for kids. It is based on balancing between kids' tastes and parents' expectation, i.e. quality and price. COOL CLUB has 16 stores with the network constantly growing.
The brief we had to accomplish was to create a process that could link the impact of online advertising to the purchases made in COOL CLUB's 16 physical stores.
1. Increase sales both online and in stores.
2. Measuring the impact of Google Ads on purchases made in the physical stores.
3. The impact of each campaign individually, at the level of Store Sales, CPA, Revenue & ROAS.
Initially, the biggest challenge was to connect the stores and specifically the sales data with Google Ads.
Big problem was the majority of in-store purchases were made anonymously so they could not be used in Google Ads.
We had to build a process to get the sales data from the stores, which would necessarily include email & phone.
In order for them to go up as Offline Store Sales in Google Ads, the platform requires them to have the right format.
Because there are thousands of listings we had to automate the process. With the help of Chat GPT, we created a Google App Script which automates the customization of the data & automatically transfers it to the final Google sheet. To add for GDPR reasons all emails, phones & first/last names are encrypted.
The final Google sheet is then uploaded to the google ad account.
The innovations implemented in our approach include:
- Store Sales Direct (Google)
Store Sales Direct is an innovative product that is currently in beta in Greece. AGENCY's long-standing partnership with Google combined with the fact that the client meets the requirements we opened this product.
- Google App Script implementation with the help of CHAT GPT
To automate the process we created with the help of CHAT GPT an App Script (Google) with which we adjust/transfer the data based on the constraints we have.
Data for March - April '23 revealed that Online KPIs underestimate the true impact of Digital Marketing actions.
Taking into account their contribution to offline revenue, we discovered that the return on advertising investment for its online campaigns was actually much higher than we thought.
Also, another important fact is that we now see the impact of each campaign separately, at the level of Store Sales, CPA, Revenue & ROAS. This allows us to analyze, adjust and take action on an ongoing basis at the omnichannel level by leveraging 1st party store data in the right way.
Thus the contribution of Store Sales Direct, has allowed us to make a more correct allocation of investment between online & offline, as we now have a measurable impact of Digital Marketing and set KPIs more correctly.
