Case studies / Brico & Pool
Twenty nine gift campaigns. The last one added did the most.
Brico & Pool wrote a campaign for each pool range in two days. The one added three months later, on a robot cleaner, took 70 of the 167 orders.
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01 / The problem A product that is expensive to ship and bought once
Brico & Pool sells above ground pools. On the store they run from €1,609 to €14,799, and every one is heavy, bulky and bought perhaps once in a decade. Delivery eats the margin before anything else does.
Nobody adds a second pool to that basket. Whatever else goes in has to be something that belongs with the one already there.
Why the usual incentives were a poor fit
- Free shipping
- On goods this size, absorbing delivery is the most expensive concession available, and it does nothing to enlarge the order. AOV.ai analysis
- Price discounts
- The same Gre pool is listed by a dozen Spanish retailers. A discount moves the sale to you and shrinks it on the way. AOV.ai analysis
- One offer for the whole store
- The accessory a wooden pool needs is not the one a robot cleaner needs. A single store wide gift is wrong for most carts it lands in. AOV.ai analysis
What do you give somebody who is already buying a pool?
02 / The campaign One campaign per pool range, written in two days
Rather than one rule, Brico & Pool wrote twenty eight, across two days in April. Each is triggered by a named range and hands over something a new pool needs anyway. Five products cover the whole set, from a bluetooth smart plug for the pump to a winter cover.
None of the settings here are decoration. The trigger is a product, not a cart value, so the gift attaches to the pool and cannot be collected by filling a basket with small parts. One gift per order, so a shopper looking at the plug and the vacuum has to choose, and the give stays at the price of one accessory. On all but one, the shopper claims the gift rather than finding it already in the cart. None of the twenty nine carry an end date, so nothing needed renewing mid season.
The smart plug is offered in twenty four of the twenty nine campaigns, the vacuum in eight. Against a pool starting at €1,609, an €84 plug is about five per cent of the order. The vacuum on the same trigger is twenty one.
03 / The outcome Pool orders stopped in early August, and one campaign carried the rest
Orders on the campaign that was added last.
Every campaign carried its own counter on the storefront. Those counters are the only results here, and the last public copy of the store that still holds them is from 16 October 2025.
The line climbs through the pool season and then flattens. Between 15 September and 16 October the whole store added two gift orders.
Split it and the flat part explains itself. On 6 August the twenty eight pool campaigns stood at 96 orders between them. Ten weeks later, at the last reading, they stood at 97. Fifty five of the fifty six orders added across those ten weeks went to the twenty ninth campaign, written on 30 July for a robot pool cleaner.
That one is the outlier in every direction. It triggers on a €499 machine rather than a pool, gives away the €86.89 filter basket made to fit it, and holds 70 of the 167 orders on its own. Atlantis, Mauritius and Granada, the three strongest pool campaigns, hold 63 between them.
Before copying any of this, one thing to know. Nothing was tuned. The trigger, the gift list and the one gift cap read the same at every capture, and the only edit across the whole run was the twenty ninth campaign being added. The pace is the Spanish pool season, not a setting: the same unchanged setup ran at 2.9 gift orders a day in the first week of August and at none at all across stretches of September and October. Read the counters as proof the offers were used, not as a measurement.
An earlier AOV.ai write up puts 19.1 per cent of store orders and 12 per cent of store revenue on these campaigns. The body of that article says the store's metrics are proprietary and then lists results with no numbers, so the two figures on its summary card have nothing under them a reader can check. It also predates the twenty ninth campaign.
04 / What this case shows A rule per product costs more than most of them return
The merchandising instinct is right. A gift that fits the exact pool beats a gift that fits nothing in particular. The cost is a rule per product. Thirteen of the twenty nine never recorded an order, and each still needed a gift chosen, stock held and a listing kept current.
And the campaign that did the work was not one of the twenty eight. It went on a €499 robot cleaner instead of a pool, and gave away the filter basket made for that machine. Far more carts reach €499 than reach €1,609. Pick the trigger by how often it sells, not by how much it costs, then attach the accessory that makes no sense without it.
Two questions settle whether a campaign is worth writing. How many carts a month will actually contain this trigger? And would the buyer have gone looking for that accessory anyway? If the first answer is a handful, you are writing maintenance rather than a campaign.
This is not a shape for every catalogue. A rule per product earns its keep when the catalogue is short and the right accessory really differs line by line. If you carry hundreds of lines, or one accessory suits most, a single rule on a collection does the same job and leaves you one thing to check instead of twenty nine.
The campaigns are no longer on bricoandpool.com.
