An audit of how Google merch could feel more cultural and less corporate. Channel data turned into clear recommendations and a new direction for the product range.
CONTENT & RESEARCH
Audit notes · Audience Snapshot · Channel and Performance Analysis · Recommendations · Merch Direction
DELIVERABLES
Feasibility: Revenue stream thinking and how it could work in practice
Audience snapshot: Assortment and audience signals, with an opportunity to grow women 's-focused merchandising
Channel mix (sessions): Where demand comes from and which channels are underused
Performance (sessions vs engaged sessions): Which channels bring quality, not just clicks
Recommendations (store and email): Clear next steps for channel focus, merchandising, and retention
Merch direction: Shift from corporate swag to wearable, culturally relevant pieces with stronger women's representation
WHAT’S IN HERE
DEFINING SUCCESS
Direction is clear
Women's assortment improves without losing focus
Quality traffic goes up