Predictable demand patterns and buying trends
It is quite clear the buying and demand pattern of certain products is based on seasonality. We took a deeper dive on this in one sector where the trend is quite predictable: toys.
Firstly, we analyzed data from Google Shopping trends, looking at Toys as a search term.
The seasonality is quite clear with high peaks during the winter months when families stay at home more often than not, during Christmas and post-Christmas spending.
Retailers and brands quite naturally focus their performance in peak season, spending a lot of time preparing for it to ensure any low revenue and low volume troughs are compensated by spectacular performance during the peak season. Howevder, with no end in sight for the inflationary environment and retailers and brands continuing to face supply chain and labor shortages, putting all your bets on a blow-out peak season performance is risky.
Designed to adapt and maximize your revenue potential
Upp was built to adapt to retailers’ and brands’ macro-environment and uncover hidden potential 24/7 whatever the environment.
“Whilst Google Shopping is a great tool to find new shoppers, having more manual control over campaigns can often be difficult when dealing with large ranges of SKUs, as is the case for Poundshop. Upp’s proposition was an attractive one as they can help continuosly optimise our product range, organising SKUs into relevant campaigns to help maximise exposure at the right cost. It’s definitely the way forward.”Alex Beard | Head of Digital, Poundshop.com
Assess the potential waiting to be unlocked through a data-led audit. You might be surprised to know that typically our audit reveals:
- The top 15% of SKUs received negligible visibility
- 88% of products advertised received minimal visibility
- Over 40% of ad spend goes to products that generated zero revenue
Therefore we are confident that there are a lot of locked revenue opportunities within your dataset, regardless if it is a high or low-demand season. Our customers such as Nordgreen and Charles Tyrwhitt, with 10 regions and four regions under our management, respectively, have experienced and continue to enjoy tremendous growth with sustained performance across their sales regions regardless of the season. Bucking the trend of the typical performance they achieve in both high and low-demand seasons.
Request our free data-led audit here.