Presentación Moritz Wolff - eRetail Day México 2015
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This document discusses trends in ecommerce focused on results and conversion. It outlines three different campaign types: prospecting to drive engagement and traffic, new client acquisition to drive first-time conversions, and building loyalty by re-engaging existing and dormant customers. It provides examples of a leading fashion retailer that boosted acquisition and conversion rates across the three campaign types in both the UK and US using full-funnel programmatic advertising over six months.
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Presentación Moritz Wolff - eRetail Day México 2015
- 1. TREND PITCH ECOMMERCE IV: LO QUE VIENE EN ECOMMERCE CENTRADO EN RESULTADOS Y CONVERSIÓN
- 2. Full-Service Programmatic Display 70+ Markets 21 Offices Multi-Device Multi-Channel Full-Funnel Display Advertising 100% proprietary tech
- 3. Awareness Interest Desire Action Loyalty Advocacy Pre-purchase Post-purchasePurchase Full-Funnel Display Advertising New Existing Retargeting CRM groups Loyalty CRM groups Other campaigns Cross advertiser Co-marketing Cross publisher Reach Promo Prospecting
- 4. 1. Desktop 2. Facebook - Newsfeed - RHC 3. Mobile & Tablet - Mobile Websites - Mobile Apps Multi-Device, Multi-Channel
- 6. 3 DIFFERENT CAMPAIGNS: Prospecting • Drive engagement • New-to-site user • Increase Website Traffic New Client Acquisition • Drive First-Time Conversions • New clients that were not already existing Build Loyalty • Identify and re- engage with existing customers • Re-engage with dormant customers
- 7. Leading Fashion Retailer Boosts Acquisition and Conversion with Full-Funnel Programmatic Advertising SET UP RESULTS (Runtime 6 months in UK) Prospecting New Customer Acquisition Building Loyalty PROSPECTING: • +96% New Users • Lowest Bounce Rate and longest time-on-site NEW CUSTOMER ACQUISITION: • Largest source of new visits that provided an assisted sale BUILDING LOYALTY: • Increase in post click sales of 494% • Fall in eCPA of 63% • Increased ROI of 150%
- 8. Leading Fashion Retailer Boosts Acquisition and Conversion with Full-Funnel Programmatic Advertising SET UP RESULTS (Runtime 6 months in the US) Prospecting New Customer Acquisition Building Loyalty PROSPECTING: • +90% New Users • Lowest Bounce Rate and longest time-on-site NEW CUSTOMER ACQUISITION: • Largest source of new visits that provided an assisted sale BUILDING LOYALTY: • Increase in post click sales of 366% • Fall in eCPA of 29% • Increased ROI of 20%
- 9. “Through deep integrations with our own first- party data sources, we now can micro-target customers based on numerous signals of user intent and propensity—the envy of many other brands’ display marketing programs.” Rav Dhaliwal Global Head of Digital Marketing, AllSaints
- 10. Moritz Wolff Commercial Director LATAM moritz.wolff@sociomantic.com http://www.sociomantic.com | http://www.twitter.com/sociomantic | http:/www.facebook.com/sociomantic Gracias
Editor's Notes
- AllSaints is British fashion retailer founded in 1194 that sells clothes, apparels, footwear and accessories in 132 stores and e-commerce in 16 countries, including UK, the US and Taiwan. The brand is well-acquainted with using programmatic to drive results in the lower-funnel and started 2015 with an interest in exploring the use of programmatic buying further up the purchase funnel. In March, AllSaints appointed us as its full-funnel programmatic display partner in the UK and in the US. We were tasked with driving user engagement, new client acquisition and existing customer loyalty; furthermore, we were asked to provide insights on incrementality in order to demonstrate the value of an integrated full-funnel approach for display advertising.
- In order to produce the desired actions from prospects and customers, and to help move users through the stages of the funnel from prospect to loyal customer, AllSaints and Sociomantic segmented users based on three stage-specific campaign strategies.
- Overall, in the six months since launch, the full-funnel approach yielded: Increase in post-click sales of 494% in the UK A fall in the eCPA of 63% in the UK An increase in the ROI of 150% in the UK
- And in the US: Increase in post-click sales of 366% in the US A fall in the eCPA 29% in the US An increase in the ROI of 20% in the US