Key Takeaways
The Highlights
Collaboration built trust and long-term success
Seasonality used to capture peak demand
A Feed-first strategy unlocked scalable growth
High-performing products drove smarter optimisation
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
- 01 / 05
A Product Feed built to outperform
Redbrain optimised B&Q’s product feed accuracy to boost visibility and conversion
- 02 / 05
Performance-led targeting
Campaigns focused on high-performing products and real shopper demand
- 03 / 05
Seasonality that sells
Insights and Google tools combined to push in-demand products at the right time
- 04 / 05
Scaling through trust
Proven results led to full-category rollout, built on transparency and collaboration.
- 05 / 05
Optimisation without pause
Continuous data-led adjustments kept every campaign sharp and performing at its peak.
Inside the Strategy
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
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.
Testimonials
Working with Redbrain has allowed us to tap into a new revenue stream. Within two months of being live across all categories they have become our second highest revenue driving partner. It has been a great working partnership and we look forward to continuing the success we have seen to date.
Customer Testimonial
Cat Smallpiece
Affiliate & Performance Display and Social Lead
Actionable recommendations
