The Challenge
One of the biggest Benelux jewelry retailers, Lucardi has more than 100 physical stores plus online stores in the Netherlands, Belgium, and Germany. It aimed to increase revenue and contribution margins from its Shopping campaigns while managing a catalog of more than 30,000 products across multiple countries and in two languages. Performance was heavily influenced by promotions, stock levels, and profit margins, making it hard to efficiently scale results with existing campaign structures. It was crucial to create smarter product segmentations based on key business variables.
The Approach
Lucardi partnered with Adwise to manage its Google Ads campaigns and collaborate with Producthero and Channable to use their AI solutions for product segmentation. Producthero, a Google CSS Premium Partner, together with Channable, offers a unified platform to streamline multichannel operations, boost efficiency, and drive growth. Lucardi’s first step was to optimize its product feed with Producthero’s Products AI, easily improving titles, descriptions, and other attributes. The enriched feed was imported into Channable, where advanced rules segmented products based on variables like stock and margin. Each segment was assigned a tailored return on ad spend (ROAS) target, allowing Lucardi to push the right products at the right time.
The Results
Using Producthero and Channable AI technology, Lucardi’s boosted campaign performance. Products AI improved the feed, increasing clickthrough rate (CTR) by 18% in Belgium and the Netherlands and by 15% in Germany, year on year. The optimized feed drove more relevant traffic to Lucardi’s website and yielded higher conversions. With advanced bucketing in Channable, Lucardi pushed the right products at the right time, growing revenue by 20% and contribution margin by 15%.
“Thanks to the collaboration between Producthero and Channable, we’ve been able to further expand our Labelizer structure. This has given us even more control over how we segment our product assortment across campaigns.”Sarah Leidelmeijer, SEA Specialist, Lucardi