150% → 980% ROI in 90 days
Conversion rate
+
0
%
Click & Collect revenue
+
0
%
Averge Order Vaule
+
0
%
The Challenge
Inventory & feed fragmentation led to showing out-of-stock items in ads → wasted spend.
Mobile checkout friction produced a low conversion baseline (0.8%).
No reliable measurement of ad click → in-store pickup redemption.
Prospecting creative lacked locality cues and urgency.
Cheap as Chips is a national discount & variety chain with hundreds of stores and strong local recognition. Historically, the business ran heavy offline promotion (flyers, local radio) and had an eCommerce presence that under-delivered.
Their customers are mobile-first and proximity-driven — they want to know whether an item is in their local store and whether it can be picked up today. The commerce stack was fractured: inconsistent product feeds, no store-level availability in ads, and a multi-step mobile checkout causing abandonment.
Leadership wanted a profitable digital channel that amplified store sales (not cannibalised them) and turned Click & Collect into a dependable revenue stream.
Services:
Googls Ads
Client:
Cheap as Chips
Strategy (what we did and why)
Fix the foundation first — accurate, store-level inventory in Merchant Centre; stable, enriched product feed. Without this, any media spend leaks value.
Make pickup the default mobile experience — streamline checkout to make Click & Collect the obvious, fast option; reduce fields and add one-tap payment where possible.
Localise creative & media — run Local Inventory Ads + geo-segmented PMax groups and Meta store-radius prospecting that surface nearest-store availability and same-day pickup.
Close the measurement loop — server-side GA4 events and daily joins to POS pickup scans so we could map click → pickup redemption and calculate true ROAS by SKU/store.
Creative strategy — hooks, formats, and hold metrics
Hooks: “Available in-store today”, “Pick up within 1 hour”, “Lowest price near you”.
Formats: 6–10s vertical product demos for quick social scroll-stops, dynamic carousels showing local stock and price badges, UGC-style clips of customers picking up orders.
Hold metrics (benchmarks we used): 3s VTR ≥ 60% on short reels; 15s completion ≥ 35% on hero films; CTR → PDP improvement target was +25% vs pre-test creative. Creative was placed on a 72-hour test cadence and culled or scaled daily.
How emmersion embedded with the client
emmersion placed a tech liaison into the client’s IT/ops team to integrate inventory APIs, seconded a growth lead to run weekly ops standups, and trained store staff on pickup scanning SLAs. We also partnered with merchandising to prioritise SKUs that work in store + online and automated feed health alerts.
Assets required (from client)
Product feed with store stock, POS API or daily stock CSVs, GA4 & server-side tagging, Google Ads + Merchant Centre access, Meta ad account, promo calendar, creative approvals, store ops contact list.
Performance guarantee
If the agreed KPI (conversion to 3.6% and Click & Collect uplift) was not met under agreed conditions — accurate feeds, a minimum media spend, and client adherence to pickup SLAs — emmersion would credit the variable performance fee or continue optimisation at no additional variable fee until the KPI was met. (SOW defines exclusions: supply chain outages, client failure to provide assets or POS access, major platform outages.)
Talk to any ops manager who’s dealt with inventory pain: this team just made it stop being a problem. They built the pickup flow, and the uplift in conversion wasn’t luck — it was proper engineering + ads.
❤️
Head of eCommerce
Cheap as Chips
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