IT Brief New Zealand - Technology news for CIOs & IT decision-makers
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Pattern secures Online Sales Breakthrough Award at Google summit
Tue, 12th Dec 2023

Global e-commerce and marketplace accelerator Pattern announced its Online Sales Breakthrough Award win at the Google ANZ Premier Partner Summit. The prestigious accolade recognises the agency for achieving an impressive 55% growth in online revenue over the course of a year for a longstanding retail client in Australia.

The Online Sales Breakthrough Award identifies an agency that has demonstrated a superior e-commerce campaign capable of adapting in real-time to evolving customer behaviours. The winner is selected by Google based on the agency's account data in comparison with that of other agencies, with the award conferred on the agency that manages to yield the highest percentage increase in performance for its clients within a year.

Merline McGregor, General Manager of Pattern ANZ, commented on the achievement, "Pattern is honoured to win the Online Sales Breakthrough Award at the Google ANZ Premier Partner Summit."

"This award, grounded in data and actual business results, meaningfully highlights Pattern's success in delivering ROI and growth for our retail clients. It's a great endorsement of our team's effort and the substantial value we deliver to brands."

The collaboration between Pattern and its retail client focused on optimising online sales performance while concurrently promoting store traffic and visibility through Google's advertising solutions. The agency's work concentrated on various strategies like brand keyword campaigns, non-branded keywords campaigns, Performance Max and Google discovery campaigns. This was alongside enhancing the client's best-selling and highest-margin driving products to further support online sales growth through the Google Shopping product feed.

The strategic work program of 2023 steered by Pattern yielded substantial results for its retail client, including a significant increase in Paid Search revenue. The success was multi-faceted, with enhanced performance of online product lines across multiple channels, particularly Google Shopping.

Moreover, the year-on-year growth in various domains for the retail client was quite prominent, with a surge of 55% in online revenue, transactions escalating by 44%, Click Through Rate augmenting by 21%, Cost Per Click growing by 15% and clicks improving by 7%.

In response to the shift towards online shopping and the challenges faced by traditional retail, brands are increasingly investing in digital programs to engage modern consumers. McGregor emphasises the significance of Paid Search and Google Shopping in a retailer's digital marketing strategy.

McGregor concluded, "The surge in online shopping and disruption to traditional retail models has forced brands to invest more into their digital programs to connect and entice today's consumers."

"Central to a retailer's digital marketing strategy is Paid Search and Google Shopping, not just as a means of reaching customers, but also for the data insights the activity provides."

"Pattern's expertise in this area and our ability to scale reach across the Google network to promote awareness and activate sales opportunities, helps brands to fuel business growth," said McGregor.