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Nordgreen is a Danish watch brand that strives to create more than a timepiece. Each model has a unique story, inspired by local design thought and sustainability, and blends Scandinavian minimalism with fine craftsmanship.
Nordgreen is primarily an e-commerce venture, targeting the global market through fully localised websites. A novel cross-border e-commerce strategy, coupled with an intelligent approach to global online marketing has helped take Nordgreen from a start-up venture to the fastest growing consumer case in recent Danish history.
Nordgreens success put pressure on their ability to manage their performance marketing on Google Shopping in 11 global markets. With 1,752 SKU’s, delivering on targets (achieving ROAS, increasing conversion rates and maximizing ad spend) was becoming more difficult and they felt it was taking a lot of effort for very small gains. In particular too much time was taken focussing on customer acquisition, and they didn’t have enough data to make informed decisions.
Nordgreen realised that automating their performance marketing was key and approached AI and Google Shopping automation solution providers to:
- Intelligently automate and optimise their Google Shopping inventory
- Find opportunities to improve their Google Shopping performance
- Provide clarity on performance marketing across all regions
Nordgreens growth required both optimising their current marketplaces, which were operating very differently, and entering new markets.
Upp. immediately diagnosed common themes affecting Norgreens online marketing campaigns across different regions.. Top performing SKU’s were starved of visibility, underperformers were being over-invested and a different approach was needed to improve conversion rates.
We applied Upp.’s decision intelligence across 4 of Norgreen’s regions and after 15 days our operating system had:
- Increased ROAS
- Re-destributed spend and visibility increasing overall account efficiencies
- Automated Nordgreens Google Shopping allowing their in-house team to concentrate on business goals
We then gave Nordgreens in-house performance marketing team the training and support to gain the most from Upps operating system and helped to turn around their business in Japan maximising their ad spend and maintaining ROAS in a difficult market.
Nordgeen entered the French market using only Google Shopping and Upps decision intelligence for retail trading increasing monthly recurring revenue by 1600%
With continued, sustained successes our partnership grew and we have now expanded to manage their 11 regions, with Nordgreen using Upps inventory intelligence in real time from the dashboard and in regular trading pack insights delivered to their teams to enable them to affect business outcomes outside of performance marketing.
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