Wie die Popken Fashion Group mit Google AI und Daten in Krisenzeiten profitabel wächst

Popken Fashion Group Uses Google AI for Profitable Growth in Tough Times

Table of Contents

By Thyge Backen
December 2024

In tough economic times, the fashion market is hard. Shoppers spend less and wait before buying. Popken Fashion Group (PFG) sells plus-size clothes through many channels. PFG now meets challenges with a clear plan. It uses artificial intelligence and its own data to grow profit.

Adjusting to Change

Recent weather shifts hurt stores even more. Shoppers spend less. This drop has made work harder for ad teams. PFG’s team saw the need to boost its digital ad work. With AI and its own data, PFG aims to improve its ads and win more market share.

Using AI Tools

Working with Google, PFG tested three AI tools. They are known as Enhanced Conversions, Performance Max, and Broad Match.

Enhanced Conversions

PFG added Enhanced Conversions to get better results from ads. This tool finds more data when a buyer switches devices or hides. With clearer clues on buyer actions, PFG can change its plans to match the market.

Performance Max for Customer Acquisition

Performance Max helps PFG win new buyers. It also increases the return on ad spend. By feeding Google AI its own customer data, PFG gets better help during the buyer’s journey. André Rolfes, head of performance marketing at PFG, says this tool makes it easier to move customers from search to social sites. He first tried AI with doubt but now sees more buyers come in.

Expanding Reach with Broad Match

PFG added Broad Match to reach more buyers. This tool finds customers with high chances to convert. Rolfes works hard to remove competitor terms and keeps strict controls. He sees good results. The mix of these AI tools raised global profits by 39% and cut cost-per-click by 20%.

Future Plans with AI

PFG will use Google AI in new ways. It may design ad backgrounds for each region and target group. Other ideas include using AI for video voice-overs, reusing video parts, and improving content with tools like ViGenAir.

These results prove that even in hard times, smart tech and careful plans can bring profit. Popken Fashion Group is set to do well in the busy world of fashion retail.