Redbrain Drives Incremental Sales for B&Q
The UK’s leading home improvement and garden living retailer, B&Q supports over 20 million customers every year. In late 2023, the retailer partnered with CSS Premium Partner, Redbrain, in a collaborative partnership, to drive maximum growth through CSS.
Key Takeaways
The Highlights
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The Challenge
With the challenge of proving the incremental success a CSS partner can offer in addition to internal activity, the Redbrain team saw an opportunity to boost online sales for B&Q. Initially, campaigns were limited to a subset of key products (Tools & Hardware) to assess impact before expanding to other categories.
The Approach
A Product Feed built to outperform
Redbrain optimised B&Q’s product feed accuracy to boost visibility and conversion
Performance-led targeting
Campaigns focused on high-performing products and real shopper demand
Seasonality that sells
Insights and Google tools combined to push in-demand products at the right time
Scaling through trust
Proven results led to full-category rollout, built on transparency and collaboration.
Optimisation without pause
Continuous data-led adjustments kept every campaign sharp and performing at its peak.
The Approach
The strategy focused on three key areas -
- Product feed optimisation
- Products
- Seasonality
The Redbrain team quickly identified feed improvements, optimising for product availability and using the [sale_price] attribute. Progressively setting up targeted campaigns around these adjustments, Redbrain quickly gathered performance data on product trends and combined this with Google’s seasonality adjustments tool to push in-demand products. With real-time data monitoring, the team made constant adjustments to drive campaign incrementality. By May 2024, successful campaign performance prompted B&Q to allow Redbrain full access to their product feed. Redbrain optimised these new campaigns based on learnings from initial campaigns, leading to continued strong performance.
The Results
The Results
+21%
Conversion rate
+61%
Average Revenue MoM Growth in 2024
+50%
Average Order Value (Nov'23 - Jul'24)
The partnership between Redbrain and B&Q has proven to be a success.
From the outset, the collaboration delivered positive results, which have been strengthened further since going live across all categories. Achieving month-on-month sales and revenue growth, without a negative impact on average cost per sale, the Redbrain team continues to be a trusted partner for B&Q in generating online sales.
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About the Author
Senior Key Account Manager with a focus on building strategic partnerships with leading retail clients. Specialises in Google Shopping and Microsoft Shopping Ads, with a strong focus in driving performance through data-led insights and tailored strategies. Dedicated to enhancing the customer experience and committed to nurturing long-term, impactful relationships that deliver mutual growth.
