Case Study: NFM.com
Leveraging Google Shopping to Drive Online and In-Store Sales
About
- Nebraska Furniture Mart (NFM) is a home furnishings store with over a million square feet of showrooms across the midwest and Texas as well as a large e-commerce presence. NFM offers a massive selection of furniture, appliances, electronics, flooring, and beyond to help furnish homes.
Challenge
- Track the impact of Google Shopping campaigns across both online and in-store shopping using conversion data.
- Improve return on ad spend by properly tracking both revenue and foot traffic instead of conversion volume alone.
Approach
- Centralized conversion tracking in an ad server to properly audit data and analyze media performance within the context of a marketing funnel.
- Optimized reporting to emphasize revenue and return on ad spend rather than being limited to cost per acquisition only.
- Reorganized shopping campaigns by hierarchy so that ad spend was not lost on products with low cart value or low ROAS.
Results
Lift in brand engagement
0
%
Lift in attributed sales
0
%
Improvement in cost-per-unit-sold
0
%
