The Challenge

The pandemic impacted industries everywhere and led to disruptions in the supply chain, foot traffic, and overall revenue for businesses of all kinds. As a result, Nazdar SourceOne was faced with multiple challenges in 2020. Being a retailer that relies on large producers and in-person events, Nazdar experienced a period of decline as the United States went into quarantine. After a difficult year and a loss in ecommerce and in-person sales due to retailers closing shop, Nazdar sales and revenue needed to bounce back in 2021 to retain and exceed goals.

The Solution

emfluence’s cross functional teams stepped in with dedicated paid and SEO tactics to drive a return on ad spend. We, along with the Nazdar team, combined product data, demographics, paid media, and search engine optimization to attract and convert online shoppers.

A sophisticated segmenting bid strategy and regular shopping feed optimizations were implemented to increase the efficiency of Paid spend. On the SEO side, we optimized crawlability of product pages (XML sitemap updates, internal linking updates, JSO-LD schema) and optimized metadata, heading tags, and page copy on priority product pages. The goal was to help search engines better understand, and index product pages while also improving rankings and organic click-through rate.

The Results

Through our SEO, Paid Search, and Google Shopping ads efforts we were excited to be able to drive a 6407% return on ad spend in 2021 while lowering cost per transaction and maximizing ROAS. Check out our campaign metrics:

Full Year-over-Year (YoY): 2021 vs 2020
Nazdar SourceOne20202021
Sales Volume Increase over prior year1%22%
Organic revenue increase over prior year(negative)33%
Paid revenue increase over prior year(negative)30%
Total Revenue increase over prior year(negative)33%
Average Transaction value vs. prior year(negative)14%

NazDar SourceOne B2B Integrated Marketing slide #0 NazDar SourceOne B2B Integrated Marketing slide #1

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