Product Availability Optimisation with Sigma Sports

Sigma Sports is a UK-based retail client specialising in bicycles, cycling apparel and triathlon gear.

Analytics

Data Visualisation

Retail Automation

Tech

Client

Sigma Sports

Date

June 13, 2023

Sector

Ecommerce

Sub-sector

Sporting Goods

All work

The Challenge

Fluctuating Shopping Results

As with most ecommerce retailers, Google Shopping campaigns are a huge component of Sigma Sport’s paid search strategy. We found that certain product categories within their Shopping campaigns would wildly fluctuate on conversion rate, seemingly out of nowhere.

Limited Size Availability

We found that a number of the most popular, and therefore most commonly served products within Google Shopping, were often running out of stock across the most popular sizes (S, M & L). Whenever this happened, performance for that product would fall dramatically.

Failure to Prioritise Products

We found that across the Google Shopping accounts, campaign performance was regularly impacted by similar issues in size availability for products with significant search demand. The existing campaigns failed to deprioritise these products in favour of alternatives with healthier stock.

The Approach

Our solution was to utilise our technology to track changes in product availability, and automatically adjust Sigma’s Google Shopping campaigns to prioritise products with good stock levels on all sizes.

SKU Data Collection

Using our availability tracker, we captured SKU level data across the entirety of Sigma Sport’s apparel category on a daily basis. This data was captured and passed onto a Google Cloud instance for storage. The data was then visualised in a custom Looker dashboard.

Availability Analysis

The new availability report allowed us to track size availability for every apparel product across the inventory. From this, we could recognise when sizes had run out of stock and, more importantly, the impact it was having on the products’ conversion rate.

Product Labelling

Our analysis meant that we could confidently adjust product prioritisation based on size availability. Using the availability data, we auto-labelled products with poor stock levels and automatically moved them into lower priority campaigns.

Ready when you are

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The Results

+38%

Greater returns

The improvements in conversion rate helped us to dramatically improve the overall spend efficiency of the Google Shopping campaigns.

-31%

Sustained interest

By focusing on products with availability across the full range of sizes, we managed to keep customers on site and prevent them being put off by limited stock.

+24%