Case Studies

How Carré Blanc maximized the ROPO effect with the LIA format

Home Furniture, Retail Chain

Feed Manager & ikom
How Carré Blanc maximized the ROPO effect with the LIA format



on CPC LIA vs. CPC Shopping



Incremental income LIA



Cost per store visit

The Challenge

Carré Blanc, a key player in the French home linen market, had a digital strategy focused on the e-commerce site. The evolution of French consumption, increasingly omnichannel, has reshuffled the cards and Carré Blanc has decided to include campaigns and features promoting "online to offline", such as local campaigns and Local Invetory Ads.

The approach

Feed Manager, a feed specialist and Google's partner agency on the LIA subject, took care of the entire feed setup and monthly management.
ikom, a SEA expert, integrated the LIA format into Smart Shopping campaigns, ensured the follow-up and adapted the strategy according to Carré Blanc's objectives and constraints.

For budgetary segmentation reasons, the LIA campaign initially had to coexist with several Smart Shopping campaigns. This limited its impact but LIA still had promising KPIs (CPC 25% lower than classic Shopping and 12% higher conversion rate).

Following an internal budget reorganization, LIA was able to be activated on all Smart Shopping campaigns and thus have an optimal structure to perform.

The results

Strong increase in impressions (+22%) and traffic (+176%) thanks to a reinforced distribution on Display networks such as Gmail.

18% incremental shopping revenue.

19% increase in store visits.