Mamas & Papas increased investment in ecommerce significantly in 2020 to mitigate the revenue losses from being forced to close their 30+ UK stores for long periods during lockdowns. This led to record PPC revenue, with a calendar year increase of +64% YoY.
The objective in 2021 was to continue to grow PPC revenue, in spite of the anticipated fall in online demand as consumers went back into stores.
Mamas & Papas increased investment in ecommerce significantly in 2020 to mitigate the revenue losses from being forced to close their 30+ UK stores for long periods during lockdowns. This led to record PPC revenue, with a calendar year increase of +64% YoY.
The objective in 2021 was to continue to grow PPC revenue, in spite of the anticipated fall in online demand as consumers went back into stores.
PPC revenue for 2021 came in at +17% YoY and +11% on our target. COS was also within target.
As a result of the aforementioned higher COS target for the Black Friday sale, revenue in this period increased +17.4%.
Whilst revenue from Search campaigns was virtually unchanged YoY, Shopping revenue was up by +48% YoY. The immediate impact of the Shopping campaign structure change was that Shopping revenue YoY increased from +33% (Apr-Jun) to +52% (Jul-Sep).