Comptoir des Cotonniers reached 31% higher CTR on Shopping Ads with Channable migration

Brands Princesse Tam Tam & Comptoir des Cotonniers used the most well-known feed management tool on the French market to deploy the product catalogs of two brands (Comptoir des Cotonniers, Princesse Tam-Tam) on Google, Meta, and Pinterest marketing channels.

Here's how and why, with the help of their agency iProspect, they migrated to Channable to increase their performance.

Fast Retailing digital teams and iProspect agency encountered several limitations in the configuration of their previous feed management tool when it came to managing catalog constraints (images, collections, seasonality, variations, etc.).

Acknowledging this was an obstacle to their digital growth and a loss of profit on Google and Meta, they decided to make a change. By the end of 2023, the Fast Retailing teams transitioned to Channable.

The challenges of migrating a feed management tool

• Define the scope and a clear roadmap: The key is anticipation. Thanks to its structure, the Channable platform lets any advertiser create a free account, connect their catalogs, and start setting up feeds even before going live. Comptoir des Cotonniers did just that to ensure Channable could meet its optimization goals.

• Avoid losses in campaigns; Any change should be advantageous. One of the first questions the Channable team had to answer was, "How do we switch acquisition flows to Channable without impacting campaign performance? Is there any downtime we need to account for?"

• Support from the agency and platform teams is crucial for gaining control of the solution and implementing the desired improvements.

Here's how Channable, working closely with the agency and Fast Retailing teams, migrated the brands Comptoir des Cotonniers and Princesse Tam-Tam:

1) Here’s why switching to a new multichannel eCommerce platform was necessary

The previous solution lacked flexibility in optimization rules, preventing the advertiser from displaying promotional ads with crossed-out prices during sales periods on Shopping ads.

Without the necessary support to address these issues and realizing the tool was too expensive for its service, Fast Retailing turned to Channable. Key points included:

• No crossed-out prices on sale ads
• Inconsistent assets & images
• Use of custom labels (Outlet, Collabs…)
• Optimisation of color attributes

2) Laying the groundwork

After our initial discussions to identify various needs (attributes, labeling, images…), Fast Retailing created a free account on Channable.

They imported the product catalog for a gradual setup, verifying that the connected catalog worked and ensuring the product data was sufficient to generate high-quality feeds.

3) Involve all stakeholders

iProspect, in charge of paid acquisition for Comptoir des Cotonniers and Princesse Tam-Tam, needed to be involved and proficient with the feed management tool to effectively deploy campaigns on Google.

From the start of the migration project, the agency worked closely with Channable to understand the solution and meet the advertiser's needs.

To enhance brand performance on Shopping campaigns, deeper segmentation of the product catalog was necessary for quicker search and filtering of subsets (Uniqlo Collab, Outlet…).

By fully utilizing the five personalized labels provided by Google, the agency deployed better-targeted campaigns, avoiding wasted budget on less relevant products.

4) The impact

Thousands of unique references were migrated in a few hours, with regular check-ins with Fast Retailing and iProspect teams to implement various improvements.

The availability of Channable teams throughout the migration and onboarding made this project a success. After a few weeks, there was a +31% increase in CTR on Shopping ads.

The teamwork between iProspect and Channable has transformed Comptoir des Cotonniers' digital strategy.

By tackling initial challenges head-on, they significantly improved their Shopping ad performance, achieving an impressive 31% increase in CTR. This success highlights the brand's dedication to innovation and continuous improvement in the digital space.