PAID MEDIA | STRATEGY
Scotts Lawn Care: Sprouting Success with Commerce Connectivity Transformation
ScottsMiracle-Gro, a global leader in lawn and garden care products, successfully boosted online sales and enhanced its marketing ROI by leveraging Acronym's innovative strategic and technology solutions. This strategy streamlined the consumer journey from search engine to checkout, effectively linking online traffic with their affiliate retailer platforms.
ScottsMiracle-Gro is the world’s largest marketer of branded consumer products for lawn and garden care. The Company’s Scotts Lawn Care brand is one of the most well-known and highest value-driving brands. Scotts Miracle-Gro consists of a wide variety of brands ranging from garden care and live plants to insect and rodent control products for do-it-yourself solutions.
Historically, retailer stores have been the primary avenue for driving unit sales across many of their brands. More recently with the upward trend of retail media growth, core brands are increasing in volume of sales from online retailers.
ScottsMiracle-Gro (SMG) wanted to develop greater connectivity between Search Engine traffic and retailer sites where their products are sold.
Seeking to further extend the power of their paid search efforts, they planned to build continuity between the two channels versus having their budget working in silos, as well as producing greater market penetration and seamless user purchase journeys.
They faced a challenge in how best to unify search engine results and the media placement of their affiliated sellers via those retailers’ paid search efforts. Historically, paid search drives strong Media Mix Modeling (MMM) return on investment annually, functioning as a single silo, independent of retail media.
SMG was looking for the best way to bring Search Engine and retailer-paid efforts together to provide a more impactful user journey and help drive higher purchase volume online.
Referencing the established relationship and prior satisfaction with our SEO strategy and eCommerce assistance that boosted their Tomcat brand, SMG turned to trusted partner Acronym to help develop a new strategy to deliver solutions for optimizing their paid media.
Acronym devised a strategy to meet SMG’s distinct goals, beginning with establishing a partnership with a top-line, innovative Click-to-Cart solution technology. Guided by our expertise in technological implementation, we boosted the strategy to enable greater targeting, driving consumer traffic from search engines while also providing them with a shopping experience of their choosing. Further, this provided SMG with a frictionless way to drive motivated buyers to retailer sites, resulting in positive sales impact.
We analyzed and recommended further refinements to include commerce element positioning aligned to product prioritization by retailer, contractual commitments, and performance of specific products per retailer to support increased traffic to retailer sites’ product pages and in support of retailer-specific promotions.
Acronym continued to refine and improve campaign output by conducting numerous tests based on element positioning to uncover user patterns and preferences for purchasing specific products, and to further optimize based on strongest performing placements.
Our approach and efforts helped SMG harness more powerful data-driven decision-making and also empowered them to finesse marketing strategy investment to ensure that every dollar spent is in the right place, in the right way and at the right time.
The success of Acronym’s strategy and implementation plan resulted in a significant increase in sales while streamlining MMM forecasting and measurable ROI. Given the strong results, SMG is continuing with Acronym’s strategic approach, over multiple years. Future plans for expansion and goals include continuing to improve the user journey to checkout.
"With Acronym, we've unlocked the power of data-driven decision-making, optimizing our marketing investment to ensure peak effectiveness. Their strategic approach has been instrumental in placing our resources where they can have the most impact. We are excited about our ongoing plans together to enhance the user checkout experience even further.”
– Michelle Schumaker, Director of Media Strategy & Planning