Case Studies

From Bricks to Clicks

Helping a physical retailing giant stay ahead online.

THE CLIENT

Toys“R”Us is a toy and juvenile-products retailer headquartered in New Jersey. Toys“R”Us has been operating in the field of toy retail since 1948. The company operates over 875 Toys“R”Us and Babies“R”Us stores in the United States, Puerto Rico and Guam, and in more than 765 international stores and more than 245 licensed stores in 37 countries. Toys“R”Us online store is available in 12 countries.
Their focus in digital marketing is to acquire traffic through paid search and performance display.

“Product Feed is the perfect solution for us. After partnering up with ESV, we have been able to reach the audience looking for products available in our selection with relatively low CPC and high ROI.”

Fanny James
Traffic & Acquisition Manager – Toys“R”Us

THE CHALLENGE

Toys“R”Us: 1,640 stores worldwide and a web presence in 12 countries. But in an extremely competitive online retail environment, how can it gain the paid search visibility it needs to stay ahead of the pack?

THE SOLUTION

Years of experience working with online retailers means our Product Feed solution on Google and Bing is proven to maximise visibility and ROI.
We tested different product categories to identify which keywords generate most traffic with minimum CPC.
We also discovered that it is better to focus on specific keywords to keep cost down while increasing traffic and ROI.

With Product Feed, Toys“R”Us can promote only products that are currently in stock, increasing the probability of conversion and reducing negative consumer experience. New items can be promoted automatically, capturing the moment of maximum demand to drive profitability.

THE ACHIEVEMENTS

More efficient use of keywords decreased CPC by 30%, as well as increasing conversion rate and boosting sales by 879%.

The increase in ROI on Product Feed campaigns was more than twice the original target.

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