Reyooz
Driving profitability for the UK's largest used office furniture store.
Key Performance
Work Overview
Reyooz ships more used office furniture to UK customers than any other seller.
Reyooz helps UK businesses remove office and commercial products from their premises and offset real, attributable carbon by doing so.
Weekly office clearances allow Reyooz to stock hundreds of quality items from top brands and sell them through their website to B2C and B2B customers in the UK.
Totuus started working with Reyooz in Spring 2024 and following a data analytics project, have managed to drive profitable sales across paid channels through a refined media strategy.
The Challenge
Reyooz needed to refine their paid media strategy to drive more awareness of their brand and product offerings, generate more sales at a much lower CPA to increase profits which could then be used elsewhere in the business.
This meant understanding what was providing the best ROI across Google and social platforms for a constantly changing array of products spanning numerous categories and brands.
Totuus’ response
The basics done right
It was crucial that Reyooz had firm tracking of purchases and tracking in order to understand which marketing channels and campaign tactics so we set up a full server-side implementation of Google Analytics and all other relevant marketing tags, ensuring that the revenue figures in all platforms matched what was in the client’s bank account. Achieving this, we were able to provide all available product and revenue data against ads, keywords and other variables within the ad accounts.
Using the multi-session attribution features of Google Analytics we were able to measure conversions at the user level, shared among organic and email channels alongside our campaigns further maximising attribution against ad and products.
A little enrichment
We leveraged first-party identifiers, User IDs and re-cached all relevant ad platform click and client identifiers in a true, secure first-party context across sessions.
This allowed us to weight conversions fairly between platforms, and limit the ‘modelling’ that ad platforms do (read more about this here) when they receive only partial data and ensure no duplication of conversion activity was occurring.
Leveraging Google Analytic's export into BigQuery, allowed us to extract and export these ad platform identifiers at the user level - extending far beyond Google Analytics' cross-sessional attribution capabilities - and send them programmatically with transaction IDs back to their relevant platforms to ensure not a single conversion that was missed.
Following the money
With the implementation in place, we simply followed the money, building awareness on social and working on optimisations across PPC tactics. We conducted ongoing RFM analysis against products to ensure all product related spend was hyper-focused, and over 4 months we achieved the performance noted above.
A huge thanks to Justin and the rest of the Reyooz team for putting their trust in us to work with them on this, we’re looking forward to breaking new ground in the coming months.