Winner Profile

B&Q and Yodel Mobile – B&Q Unlocks the Power of Mobile App Success

Campaign Overview

When the UK lockdown came into force in March 2020, DIY and home improvement retailer B&Q realised that its mobile channel offered an untapped opportunity for business growth. B&Q app data showed the estimated lifetime value of a B&Q app user would become 3x that of a desktop/mobile customer, that the B&Q App could have an 8% higher Average Order Value, a higher frequency of purchase (1.6 vs. 1.2), and deliver higher revenue per user than the web. So investment in mobile made sense, but with a limited budget, paid user acquisition campaigns were not an option. So B&Q settled on improving its organic discoverability as a way to grow its business.

Yodel was tasked with increasing organic visibility on the app stores; increasing new customer acquisition through the app; and breaking into the top 10 ranking on the app stores in the Lifestyle category.

Yodel first conducted an app audit to benchmark against the competition and identify growth opportunities. The audit suggested that despite strong brand awareness, the real opportunity was with new customer acquisition via mobile search, which was executed  with keyword optimisation focused on relevant and high-intent keywords rather than the usual strategy of high-volume or competitive keywords.
Rather than relying on ASO tools to do the research, Yodel applied a holistic approach to analysing user behaviour across web, search & SEO, social media platforms and intelligence tools, to identify keywords that were neglected by competitive brands. It also monitored all activity to quickly react to any fluctuations in keyword ranking, and deployed a fortnightly metadata optimisation cycle to allow for increasing the total number of indexed keywords, which had a positive impact on the discoverability of the app, and also triggered the algorithm to increase the app’s position in the app stores.
The results of Yodel’s efforts were supplied to the judges in confidence and were hugely impressive, leading the campaign to take not only this award, but also the award for the Most Effective Retail App Campaign, in addition to the top prize, the Grand Prix Award.

Judges’ View:
“Solid research as a starting point and good to see the strategy changed based on audit insights. Organised and structured throughout the execution phase. Strong results with loads of detail shared.”


Most Effective App Store Optimisation Campaign


B&Q and Yodel Mobile – B&Q Unlocks the Power of Mobile App Success

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