New social channels opened the door to new customers for NHS Inc.
30% increase in CTR
on Google Shopping
Doubled social traffic
via Instagram Shoppable/Facebook Product Catalog
of labor through feed automation
NHS Inc. is an industry leader and the most innovative manufacturer in skateboarding. Some of their most popular brands include Santa Cruz Skateboards, Independent Truck Company, Creature Skateboards, OJ Wheels, and many more.
The skateboard industry and market is very unique. It is still largely driven by wholesale accounts and distributors which is unlike the fashion industry that shifted towards DTC stores & ecommerce 10 years ago. Balancing sales channels and meeting the customers where they are without burning any bridges is challenging.
NHS Inc. has built a skateboarding community around its products and media platforms. They achieved this by constantly innovating and creating industry-leading products and programs which create strong demand for their products.
- Reducing manual work on matching feeds
- Matching own-brand attributes with channels
- Order synchronization and clear sales overview
The ability to drive traffic to their brands organically or through paid campaigns from Google or Facebook/Instagram was a long-term goal for NHS Inc. as these platforms and search engines are where customers begin their shopping journey. Shaping the data and automating the updates to comply with the various platform requirements can get overwhelming, and they didn’t always get the results they expected.
Each platform requires feed managers to associate their products with some attribute they might not have on their ecommerce platform. For example, Google category IDs, item condition, and attributes like descriptions or titles.
NHS Inc. also had issues with order synchronization, including stock issues, sales data overview, etc. Syncing other platforms with fresh inventory levels, price tables, latest product drops, enhanced titles, and other attributes was labor-intensive and overwhelming.
- Social commerce - new channels
- Product feed management
- Order synchronization
With Productsup, NHS Inc. leveraged Productsup’s Social Commerce and Feed Management solutions on TikTok and Facebook. They could then offer their customers and consumers a shortcut to purchase on social media while they are enjoying other content.
Productsup has a range of features within both of these solutions which enabled NHS to create completely new acquisition channels and monetize their social media activity. Thanks to the onboarding of the customer success team they were able to set up everything really quickly.
- New social commerce channels
- Increased acquisitions and sales
- Order synchronization
NHS Inc. is now advertising and selling on social commerce channels where they couldn’t effectively sell beforehand. With the help of the Productsup P2C platform, they can share a clean catalog of all their brands to Google and social media which finds new users as well as retargeting previous visitors.
The way Productsup’s dashboards, accounts, and exports are organized meant it was easy to add or remove logical rules between the import and export files. Once social commerce campaigns are set up and scheduled, the whole process becomes more or less automated. However, NHS can still exercise manual control whenever needed.
In the future, NHS will leverage the Social Commerce and Feed Management solutions they are using to grow their international marketing efforts. They are also planning to add more social & media channels as they expand their business.
Combating product anarchy means learning and understanding each channel’s requirements and workflows. Anything good takes some time to build, but Productsup's wide range of rules, tools, and features pretty much cover anything you need while you are growing your advertising efforts.