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Learn How Toolstation Wins Category Market Share and Increases Sales With Similarweb

Insights delivered by Similarweb contributed to 9.1% YoY increase in Lighting sales

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About Toolstation

Toolstation is the UK's top supplier of tools, accessories and building supplies, offering products from top brands like Makita, DeWalt, Bosch, Stanley, and Irwin. The company also supplies a huge choice of trade-quality products to trade, DIY home improvers, and self-builders alike. Toolstation uses Similarweb to compare traffic and market share with competitors.

Zahid Chaudhri, Digital Marketing Lead at Toolstation

"Going into Q4, the typically darker winter months, Lighting is one of our key categories. It’s imperative to maintain and increase traffic and market share during this time. With Similarweb’s category-level data, 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

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The Challenge

Lack of visibility into category performance vs. competitors

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.

A comparison of Toolstation's performance against its top four competitors in the UK according to Similarweb Marketing Channels.

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.

A comparison of Toolstation's Paid Search Overview against its top four competitors in the UK.

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).