Dobbies Garden Centres

Delivered a 14:1 ROAS for the "Spring It On" campaign

Impact Overview

0:1

ROAS across all paid channels

0%

YoY increase in sales through PPC

0%

Of online purchases from a last-click paid touch point

About the Client

Dobbies Garden Centres is a well-known British chain of garden centres, established in 1865 by James Dobbie in Renfrewshire, Scotland.

The company offers a wide range of gardening products, plants, furniture, and gifts, as well as expert advice and services to garden enthusiasts across the UK. Over the years, Dobbies has expanded significantly and now operates over 70 stores nationwide, making it one of the largest garden centre retailers in the country.

Challenges

Maximise footfall across their portfolio of 70+ UK stores.
Maximise online sales across key product lines, including gardening, plants & outdoor living.
Increase brand awareness to position Dobbies as a digital leader.

Our Approach

Narrowed down user personas
Utilised paid search & social to support at key stages
Geotargeted stores approach
Factored in store sales & availability into strategy
Leveraged over 50 different audiences
Continual optimisation to ensure every £1 was spent as efficiently as possible

Results

Online revenue reached all-time weekly highs, with significant YoY increases well beyond our original targets.
25% of online purchases were from a last-click paid touch point, with 1 in 2 purchases including a paid touch point.
Dobbies outpaced other retailers such as Marks & Spencer & John Lewis in terms of like-for-like social platform follower growth.
14:1 ROAS achieved across all paid channels, resulting in 176% paid revenue growth YoY.