How Nextlane boosted Bronx Shoes ROAS by 31% with Channable

About Bronx Shoes

Founded in 1886, Bronx Shoes has built a reputation as a family-owned business with a passion for footwear and a commitment to quality. Over four generations, the Dijkmans family has transformed their expertise into the iconic Bronx Shoes brand, recognized across Europe for stylish and high-quality products.

Available both in-store and online, Bronx Shoes prioritizes maintaining brand integrity in a competitive market.

Overcoming competitive pricing barriers

With products sold by various retailers, Bronx Shoes needed insight into how their items were priced against other advertisers selling the same SKUs on Google.

Additionally, they wanted to optimize their Google Shopping campaigns to avoid ad spend on products that were unlikely to perform well due to uncompetitive pricing.

The Intelis and Channable solution

Nextlane Agency, managing Bronx Shoes’ digital marketing strategy, identified an innovative opportunity to optimize their client’s ad campaigns.

By integrating competitor pricing data provided by Intelis into Channable’s feed management solution, they revolutionized Bronx Shoes’ approach to Google Shopping.

Key actions taken:

• Importing competitor pricing data: Intelis supplied detailed pricing insights from online retailers, enabling Bronx Shoes to identify products priced competitively and those that weren’t.

• Smart exclusion rules in Channable: Leveraging Channable’s advanced rules engine, Nextlane set up automated exclusions for non-competitive products, ensuring ad spend was focused only on items with a high likelihood of conversion.

• Optimizing bidding strategies: By prioritizing competitively priced products in Google Shopping campaigns, Bronx Shoes achieved a more efficient allocation of their advertising budget.

The results

• 31% increase in ROAS: By focusing ad spend on products with a strong competitive position, Bronx Shoes saw a dramatic improvement in return on ad spend.

• 20% reduction in ad spend waste: Automated exclusions for non-competitive products helped minimize unnecessary expenses, allowing the budget to be reallocated for maximum impact.

• 14% boost in CTR: Targeted advertising of competitively priced products resonated with shoppers, driving higher click-through rates.

Nextlane’s take on the success

Why this matters

Intelis and Nextlane highlight the power of combining external data sources with Channable’s feed optimization and powerful rules engine.

By integrating Intelis’ competitor pricing data, Nextlane demonstrated how agencies can deliver measurable results and significant value to their clients.