Growth without a web shop: driving impact instead of revenue
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4 Seasons Outdoor is a premium garden furniture brand that sells its collections through a network of retail outlets. The website is not a webshop, but an online showroom that inspires visitors and directs them to physical dealers. That requires a different way of performance marketing than traditional e-commerce.
The figures of 4 Seasons Outdoor
Crossborder expertise as a foundation
In 2020, 4 Seasons Outdoor began looking for a new marketing partner. The choice fell on Tomahawk because of our crossborder expertise. With extensive experience in Belgium and the DACH region (Germany, Austria and Switzerland), we connect directly to important markets of 4 Seasons Outdoor. In addition, the short lines of communication and a down-to-earth, professional approach created confidence to go into the season together.
Making indirect impact measurable in a short, seasonally driven period
Performance marketing without a web shop means that traditional KPIs such as revenue and ROAS are missing. At the same time, the impact on actual sales is present, but indirect and more difficult to measure. In addition, seasonal pressure plays a major role: in a limited number of months the entire demand has to be built up and converted into conversion.
On top of that, the search volume in the garden furniture market decreased. Growth thus no longer became a natural result, but something that had to be actively realized.
So the question was not: how do we generate more traffic? But: how do we drive actions that demonstrably contribute to sales through the 4 Seasons Outdoor outlets?
Drive conversion value, seasonal behavior and channel distribution for maximum impact
Steering for commercial value
Not every action on the website is equally valuable. Therefore, we determined which interactions contribute directly to point-of-sale sales and attached value to them.
We distinguish between primary and secondary conversions.
Primary conversions are actions with high purchase intent, such as:
- Route openings to points of sale
- Dealer links
- Showroom and contact actions
As a result, we optimize not on volume, but on expected contribution to offline sales. By targeting conversion value, we leverage smart bidding strategies within Google Ads that better align with actual impact.
Seasonal
The campaigns follow natural buying behavior.
Through this phasing, we maximize impact within a short commercial peak period.
- February - April: building demand (visibility and inspiration)
- From April: focus on conversions with high purchase intent
Stronger role for social
Where the focus was first on Google Ads, social has become a key pillar.
Social delivers cheaper traffic with equal or higher conversion rates and influences purchase intent earlier in the customer journey.
The result:
- ±40% of all conversions through social
- More dealer-focused promotions within the same budget
Growth by market through targeted management of valuable interactions
Despite a declining search volume in the garden furniture category, compared to the corona years, and a market in which growth is less obvious, we will achieve clear growth in 2025 compared to 2024. By focusing on commercial impact rather than volume and aligning campaigns with market behavior, we will achieve structurally better results and more valuable interactions towards points of sale with the same budget.
Here we see clear differences by market: the Netherlands is more saturated, so growth is more limited, while in emerging markets such as French-speaking Belgium and Luxembourg there is still considerable growth potential.
This translates into:
- +23% total conversions Germany, Austria & Switzerland
- +9% total conversions Netherlands
- +16% total conversions Flanders
- +67% total conversions Wallonia & Luxembourg
The experience of the specialist
"From my passion for interior design, 4 Seasons Outdoor was a perfect match. The collaboration felt right from the start: there is room for my ideas within Google Ads, Microsoft Ads and Social Ads. This openness ensures that we continuously discover new opportunities and continue to build growth together."
Marij - Tomahawk
Customer experience
"We talked to several agencies, but with Tomahawk it felt right away. The crossborder expertise, short lines and professional approach were the deciding factors for us. What we especially appreciate is the proactive thinking and initiative."
Jop - 4 Seasons Outdoor
