Case Study: Toolstation achieves category share gains and boosts Lighting sales with Similarweb

How Toolstation gains product category share and increases sales with Similarweb

Toolstation, a leading UK supplier of power tools, accessories and building supplies, needed clearer visibility into how individual product categories were performing against competitors. Until recently the digital team, led by Digital Marketing Lead Zahid Chaudhri, only benchmarked high-level Google paid search traffic, which hid category-level trends and let Lighting traffic decline unnoticed.

By using Similarweb to produce weekly product-category benchmarking reports, Toolstation’s marketing and category teams identified where they were losing share and reallocated paid search budget to a dozen key SKUs. Within a month traffic to Lighting rebounded (up 15.7% week-over-week) and the category’s sales rose 9.1% year-over-year, with insights framed by conversion rate and AOV to guide ongoing strategy.

Toolstation

Zahid Chaudhri

Digital Marketing Lead