Toolstation Increases Retail Sales With Similarweb Consumer Insights
The actionable insights provided by Similarweb helped drive a remarkable 9.1% year-on-year increase in lighting sales.
About Toolstation
Toolstation, UK's premier supplier of tools, accessories, and building supplies, caters to top brands like Makita, DeWalt, Bosch, Stanley, and Irwin. The company provides a vast choice of trade-quality products for trade, DIY, and self-builders. Toolstation uses Similarweb to compare its market share with competitors.
"With Similarweb, we benchmark our wins and weaknesses vs. our competitors and adjust our marketing strategy accordingly, particularly on Paid Search"
Zahid Chaudhri
Digital Marketing Lead at Toolstation
The Challenge
Lack of visibility into competitors' performance
At first, Toolstation only used Similarweb to benchmark its online traffic performance based on a single metric — Google Ads. This limited Zahid’s visibility. He could only pull high-level insights and missed out on seeing how individual product categories performed against competitors, especially since sales in the Lighting category were declining slowly but steadily.
The Solution
Weekly category benchmarking reports
By expanding his use of Similarweb, Zahid began creating weekly product category benchmarking reports and sent them to various category teams. This got the conversation going. The Marketing team was able to dig in and pull out in-depth analyses of Toolstation’s competitors at the category level. They saw where the company was losing, how to redesign strategies, and where to reallocate marketing budget.
The Success
Similarweb insights increase business growth
With Similarweb product category reports, Zahid and the category managers pinpointed where they were struggling and losing traffic share. So the PPC team jumped into action and used their increased paid search budget to focus on a dozen key SKUs in the Lighting category. Within a month, traffic returned, and sales increased, up 15.7% week-over-week (WoW) and 9.1% year-over-year (YoY).
