Performance Marketing
Omnichannel growth – Gamma

Case

Omnichannel growth – Gamma

The client

Gamma, one of Belgium’s most well-known DIY stores, is an omnichannel retailer and part of the Dutch group Intergamma.

In Belgium, Gamma ranks among the top 3 in the DIY sector. Each week, approximately 160,000 customers visit the 86 Gamma stores in Belgium, with an equivalent number visiting the webshop. Around 1,000 employees serve customers in-store.

The challenge

In Belgium’s competitive DIY market, the goal was to maintain and grow Gamma’s market share. With Belgian DIYers increasingly orienting themselves online before visiting physical stores, the battle for the consumer begins digitally. A well-thought-out assortment, the right pricing strategy, and guiding online visitors with expertise through content were key components of the online strategy. Maximizing returns from digital performance channels was crucial to convince targeted users either to make an online purchase or, at the very least, visit a store with purpose.

With a large assortment (20K+ references), a fast-paced promotion strategy, and a flexible market, the Intergamma team (also responsible for Gamma Netherlands and Karwei) faced the challenge of not only ensuring the right skills and capacity but also adapting these to the Belgian reality (Flemish + French).

Our Approach

Through our TaaS (Team as a Service) model, we supplemented Gamma’s internal team with a group of Paid Advertising specialists. This team provided not only the necessary performance skills and capacity but also challenged the overall strategy and its translation to the Belgian market.

The team worked 95% remotely, maintaining close communication with the internal team via calls and consultation moments. A joint KPI dashboard served as the compass for both teams. This approach allowed the Hybrid team to operate largely autonomously while ensuring responsibilities and expectations were crystal clear.

How We Worked

Starting with the objectives, our team conducted a deep dive into the accounts and data. Our  comprehensive performance audit gave us clear insights into where returns could be improved and how priorities should be set. Based on this data, we worked with the Gamma team to establish our action plan.

Key Pillars

  • Search NL & FR (Branded, Semi-branded, and Non-branded)
  • Feed Management
  • Shopping Ads
  • Remarketing

Focus Areas for the Hybrid Team

  • Continuous bid management, experimenting with manual and automated bidding strategies
  • Sharpening the focus on Branded terms, migrating search terms to Semi-branded based on specific criteria
  • Structural adjustments to eliminate internal competition (essential with more than 30K references)
  • Translating the overall strategy into language- and region-sensitive optimizations (Flemish vs. Dutch is a significant difference ????).
  • Excluding irrelevant terms such as unavailable products, irrelevant queries (e.g., opening hours), and high-click search terms with no conversions
  • Feed optimization via Channable
  • Expanding Shopping ads (Smart + Standard)
  • ….

Results

Year-on-Year Results: Period <Aug 2019 – Feb 2020> vs. <Aug 2018 – Feb 2019>

€250,000 more revenue generated overall, while saving €100,000 on the ad budget

  • Overall ROAS: 6.34 vs. 4.14 → +53%
  • ROAS Search Branded + Semi-branded: 12.60 vs. 6.19 → +103%
  • ROAS Shopping: 3.35 vs. 2.09 → +60%

Hybrid is the perfect addition to our internal team. They strengthen us with skills and capacity when needed and introduce new tools to continuously improve performance. The results speak for themselves.

Wouter De Meyer – Digital Lead Gamma België
Hybrid Agency Team

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