Fleet Farm’s eCommerce Strategy Boosts Sales by 160%
Fleet Farm is a Midwest-based retail chain known for offering a wide range of products, from automotive supplies and home improvement tools to pet care and outdoor equipment. With a strong presence in the retail market, Fleet Farm is committed to providing customers with high-quality products and an exceptional shopping experience. 
The Opportunity:
Fleet Farm aimed to capture market share and drive sales for a specific brand product that had recently been discontinued by a major competitor. The primary objective was to increase awareness and potential purchases from consumers who previously bought the product elsewhere, positioning Fleet Farm as the new go-to destination.
Granular’s Solution:
To maximize reach and engagement with the right audience, an omnichannel advertising strategy was implemented. Beyond our high-performing Google Shopping and Search campaigns, we added coverage with programmatic display and Facebook ads.
Key Tactics Included:
- Custom Third-Party Intersection Audiences: Targeted users who both owned pets and had previously shopped at the competitor’s location.
- Programmatic Display & Facebook Ads: Deployed interest-based targeting to amplify brand visibility and product awareness.
- Contextual Audience Targeting: Leveraged search term data from Google Search and Shopping to reach users actively interested in related products.
- Retargeting Campaigns: Engaged users who had previously visited the brand or category pages, encouraging return visits and conversions.
The Results:
The campaign yielded significant improvements in traffic and revenue, exceeding expectations across key performance indicators both in-store at retail locations as well as eCommerce sales:
- 160% Increase in product-specific online revenue compared to the previous period.
- 14% Increase in total traffic to category pages during the campaign flight.
- 145% Increase in overall on-site transaction revenue—not limited to programmatic campaigns—highlighting the broader halo impact of the strategy.
Questions?
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