How a Gardening Retailer Got 34% More Clicks Without Raising Ad Spend

A family-owned gardening and pet supplies business in Gironde, Southwest France. The company has been operating for 50+ years and manages a catalog of 25,000+ product references. As e-commerce took a larger share of its revenue, the market turned against it: the gardening sector declined 6.2% in revenue, and the adjacent DIY sector dropped 1.5%. With 20+ online merchants competing on similar products, supplier price increases of 7-8% on the top 100 bestsellers squeezed margins further.

The Challenge

The retailer needed to grow in a market that was shrinking. Cutting prices was not an option — supplier costs were rising, and a race to the bottom would erode margins on a 25,000-product catalog. Increasing the advertising budget was also off the table. They were spending across Google Ads, Meta, Amazon, and more. But they had no way to know which products deserved the budget. Every product got roughly equal treatment, whether it was competitively positioned or not. Ad euros went to products where competitors had better prices. Meanwhile, products where the retailer held the advantage got no extra push.

The Solution

The strategy combined two tools: myPricing for competitive intelligence and SteerFox for advertising optimization, connected through a daily data feed.

45.4% of the catalog had zero competitors. On those Alone products, myPricing raised prices where the market allowed it, increasing profitability without losing sales. The combination of pricing data and ad targeting let them grow sales in a market where the sector itself was contracting.

The Results

The results were measured by comparing products managed by SteerFox alone with products managed by SteerFox and myPricing together. Products labeled Alone or Winning received 34% more clicks than equivalent products without pricing intelligence. The conversion rate on these positioned products increased by 30%. Advertising costs dropped 13% because the budget was concentrated on products where the retailer held an advantage rather than spread uniformly across the catalog. The retailer grew sales in a declining market without cutting prices or increasing ad spend.