PlaceMakers, a leading supplier of building materials in New Zealand, operates through a store-based distribution model. With multiple regional stores, PlaceMakers caters to both trade and retail customers across the country. Known for its wide range of products and exceptional customer service, PlaceMakers relies heavily on its digital marketing channels to engage with customers and drive sales. Among these, Google Shopping plays a crucial role, providing a platform for showcasing products, pricing, and availability to potential customers. However, in early 2022, PlaceMakers faced a significant challenge that required a creative solution.
The Challenge
PlaceMakers encountered a critical issue with their Google Shopping activity. Google had paused their Shopping campaigns, a major setback for PlaceMakers as this platform is essential for running e-commerce campaigns on Google. Without access to Google Shopping, PlaceMakers’ ability to effectively promote their products and drive online sales was severely restricted.
The problem stemmed from the company's unique distribution model, which features regionally specific pricing and availability. Google’s Smart Shopping Product feed requires centralized pricing and availability data, but PlaceMakers operates with different prices and stock levels across its various branches. This lack of regional flexibility in Google’s system meant that PlaceMakers was unable to reflect real-time, location-based product information in their ads. Instead, they were forced to advertise products at fixed prices, which didn’t account for regional variations or stock levels, limiting their ability to compete effectively.
As demand for more flexible and dynamic e-commerce solutions increased, PlaceMakers sought the help of dentsu Aotearoa to find a way to resolve this issue and regain access to their highest-performing e-commerce channel.
The Solution
PlaceMakers turned to dentsu Aotearoa, a trusted Google Marketing Partner, for assistance. Understanding the importance of Google Shopping for PlaceMakers’ business, the dentsu team worked closely with Google to find a solution that would accommodate the company’s unique needs. Acting as both technology consultants and implementation support, dentsu began exploring options that could solve the challenge of managing regional pricing and availability on Google Shopping.
The solution came in the form of the Regional Availability and Pricing (RAAP) feature, a Google tool that was still in beta at the time and not yet available in New Zealand. Dentsu played a key role in bringing this tool to the New Zealand market, customizing it to meet PlaceMakers’ specific requirements.
The RAAP feature enabled PlaceMakers to reflect real-time, region-specific pricing and stock availability in their Google Shopping ads. This integration meant that customers would see accurate, location-based product information, including availability at their nearest store, upon viewing the ads. The tool allowed for seamless integration with PlaceMakers’ inventory management system, ensuring that the ads were always up-to-date with the latest stock levels and pricing.
Additionally, customers could easily switch between different branches if they wanted to view stock and prices at a different location. This level of regional customization helped create a more personalized and relevant shopping experience for PlaceMakers' customers.
The Results
The implementation of the RAAP feature transformed PlaceMakers’ e-commerce performance, restoring their ability to effectively run Shopping campaigns on Google and improving their overall digital marketing capabilities. By leveraging real-time, location-specific pricing and availability, PlaceMakers was able to create dynamic, highly relevant Google Shopping ads that resonated with customers and drove stronger engagement.
Some key outcomes of the project include:
- Restored Google Shopping Activity: PlaceMakers regained access to their highest-performing e-commerce channel, enabling them to resume their Google Shopping campaigns with greater flexibility and accuracy.
- Increased Relevance: With the ability to display real-time regional pricing and availability, PlaceMakers' ads became far more relevant to potential customers. This not only improved the customer experience but also increased the likelihood of conversions.
- Operational Efficiency: The integration between RAAP and PlaceMakers’ inventory system meant that product information in ads was always current, reducing the risk of customer frustration due to inaccurate stock or pricing data.
- Scalable Solution: The new system allowed PlaceMakers to scale their digital advertising efforts as their business grows, supporting continued e-commerce success.
- Stronger Customer Engagement: By offering a more localized and personalized shopping experience, PlaceMakers was able to strengthen relationships with customers and improve overall satisfaction.
Innovating to Impact
The partnership between PlaceMakers, dentsu Aotearoa, and Google exemplifies how innovation and collaboration can drive meaningful impact in the digital marketing space. The implementation of the RAAP feature was a game-changer for PlaceMakers, enabling them to navigate the complexities of regional pricing and availability in their e-commerce efforts.
By working closely with dentsu and Google, PlaceMakers was able to overcome a significant challenge and emerge with a more robust and flexible digital marketing strategy. The project not only restored PlaceMakers’ ability to run Google Shopping campaigns but also enhanced their overall approach to customer engagement, offering a more tailored and dynamic shopping experience for consumers.
Looking ahead, PlaceMakers is well-positioned to continue scaling its e-commerce capabilities and drive long-term growth. The success of this initiative underscores the importance of using technology and data to create more relevant, personalized marketing campaigns that meet the evolving needs of today’s consumers.
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