Background & Challenge

Weber, a global leader in barbecues and grilling gear, also runs barbecue workshops through its Weber Grill Academy, making it a go-to destination for BBQ enthusiasts. Fun fact: Weber was founded in the 1950s by George Stephen, who invented the first grill in the United States. In the Netherlands, one of Weber’s official retailers had an ambitious goal: to significantly grow online sales, which already contributed 40% of their revenue alongside their physical stores.

However, this goal came with hurdles:

1. Declining Order Values: Despite an increase in online orders, the average order value was trending down.
2. High Marketing Costs: Heavy reliance on an external agency drove up costs and reduced profitability.
3. Limited Flexibility: The retailer lacked the tools to quickly pivot campaigns or experiment with new strategies.

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Weber sought a solution that would empower their team to take control of their marketing campaigns, reduce costs, and drive profitable growth – without compromising quality or efficiency.

The Solution

In early 2024, Weber partnered with Shopstory, integrating advanced automation to revolutionize their approach to digital marketing. Shopstory’s tools enabled Weber to reduce costs, improve campaign performance, and scale operations in-house.

Key Automation Highlights:

1. Labelizer for Campaign Optimization: It identified high-potential products like premium grills and accessories, enabling precise ad prioritization.
2. Weather-Driven Advertising: Automated ads were dynamically triggered to promote products like barbecues and outdoor gear on sunny days, capturing ideal customer moments.
3. Keyword Cost Management: This automatically paused underperforming, high-cost keywords, ensuring higher return on ad spend (ROAS).
4. Performance-Based Budgeting: This flow increased budgets for top-performing campaigns in real-time, capitalizing on what worked.
5. Black Friday Flow: This simplified promotional campaigns by integrating automated labels with WooCommerce, streamlining Google Ads management during peak periods.

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Looking ahead, Weber plans to integrate Shopstory’s SEO dashboards and flows to further improve visibility, optimize product titles, and extend its competitive edge in online search.

The Results

Shopstory’s automation unlocked significant growth, enabling Weber to achieve unprecedented sales and operational efficiency.

Summer Sales Increased by 45%

Seasonal sales skyrocketed by 45% during the summer of 2024, fueled by precise targeting, optimized budgets, and impactful messaging.

Boosted Off-Season Sales by 262%

Traditionally quiet months, like October and November, turned into growth opportunities. With a 262% off-season sales growth, Weber proved that BBQ products can sell year-round with the right strategy.

Regained Control of Marketing In-House

By bringing Google Ads campaign management in-house, Weber significantly reduced marketing costs. Automation eliminated the need for agency fees while equipping their team with the tools to manage campaigns with agility and confidence.

Conclusion

Weber’s journey showcases the power of leveraging ecommerce automation to scale profitably. With Shopstory’s innovative tools, Weber not only increased revenue but also gained the efficiency and control needed to sustain growth in a highly competitive market.

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