Office is a leading shoe retailer with a strong high street presence. They appointed Criteo, a pioneering personalised retargeting business, in the Autumn of 2008 to drive sales from their website.
Not having taken the online advertising route before, Office’s focus was on using it purely as a customer conversation channel in a smart, highly targeted and measurable way.
Strategy and execution
After initially running generic retargeting ads targeted at all those that visited the Office website, the advertising activity was evolved to a very granular level to really drive Office’s return on investment.
To make best use of Office’s cost per click (CPC) advertising spend, ad serving priority was focused on those visitors that spent the most time browsing without buying on their site, rather than less engaged visitors.
Office can prioritise their spend to target less engaged visitors to their site. The personalised retargeting strategy matches the brand strategy to deliver the best possible results.
Office can maintain control over their online ad spend at any time. They can check the creative, change CPC budgets, for example, via a secure online login.
Over the last year Office’s revenue from redirected ads has increased by 185% and clicks are up 206%.
Corinne Poggi, eCommerce Manager at Office, commented: “Personalised retargeting is now an established part of our marketing mix. In fact, the results have far exceeded our expectations.
“The personalised retargeting service that allows us to target consumers based on their behaviour on our site, has enabled us to be very smart and flexible with our online ad spend. Also, the fact that the CPC model is a low risk and high-impact ensures we only pay for very strong leads – those that click through to our site.”
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