Bravissimo reported a 600% rise in sales of swimwear in three months after tuning its pay-per-click (PPC) search campaigns into local weather reports. The lingerie and clothing retailer used software solution weatherFIT to enable PPC campaigns to be tailored in real time to local weather data. Over the course of March, April and May 2012, the company reports a 599.5% growth in revenue from its online PPC-campaign, compared to the same period the previous year. Its conversion rate also rose by 103% – despite the fact that, as a whole, 2012 was a particularly wet year.
Bravissimo also used the technology on a three-month campaign to promote its Pepperberry range of dresses. Sales rose by 77.95% and average order size by 77.96%, compared to the same period in 2011.
Fiona Lomas, Senior Marketing Manager at Bravissimo, said: “The results of our first campaigns using weatherFIT really speak for themselves, helping us to drive a major increase in PPC revenues. Using it to fine-tune our PPC advertising and promotions by taking into account local weather conditions really boosted sales in the crucial run-up to the holiday season – especially as the poor weather earlier in the year meant that consumers were spending more time at home. We will certainly continue to use weatherFIT as part of our online campaigns strategy.”