Challenges

  • Show new shoppers the items they desire.

    The U.S. department-store chain’s site analytics showed that new shoppers were viewing items such as fragrance, jewelry, handbags and cookware – but then leaving the site. To keep these most-loved items top of mind for the audience, Xaxis needed to uncover behavioral insights to use when creating media placements to get back in front of her.

  • Increase online conversions of homeware goods.

    To do this, the U.S. department-store chain provided the items that most new customers had purchased. Xaxis strategized to highlight these favorite products and draw her attention in display ads.

  • Increase customer perception and engagement with the retailer.

    Registries are often the first encounter with the client, a U.S. department-store chain, and the beginning of a long-term relationship shopping there. So, Xaxis built a campaign to engage with this new shopper as she started to think about what she needed for the life ahead of her.

  • Approach

    Combine 1st- and 3rd- party data

    By identifying in-store shoppers, online shoppers and the cross-section of both, the team could create reminder marketing messages specifically for these women. That includes customizing the ad copy to sync with the target’s transaction history, category preferences, loyalty, price sensitivity and customer value. Customer value was a key indicator for the department-store chain. So Xaxis built that section out further into their Audience Tiers. This segmented customers by their affinity for the brand from most engaged (current site visitors or purchasers) to the least engaged (people searching online or intending to shop). Further, Xaxis linked the client’s Customer Relationship Management (CRM) database to anonymized profiles within the Xaxis Data Management Platform (DMP). This allowed the team to create a valuable portrait of a loyal shopper.

Solution

  • Retargeted online shoppers with desired products.

     

    Once Xaxis identified who the audience was and what products she liked, the team placed ads where she was. Custom ads and sponsored blog posts ran on sites she was browsing. To grab her attention, the ads had jewelry messaging for those who viewed jewelry product pages, and cookware messaging for those who viewed cookware pages. In addition to swapping out the featured product, other pieces were rotated out including product color, and product category. That added up to a possible 57,000 creative versions that a customer could see based on their preferences. By tailoring ads to specific audiences, the creative was more relevant to her and prompted her to purchase in store and online.

    57,000

    Different creatives
  • Increased homeware sales.

     

    The strategic campaign using relevant messages increased return on investment (ROI) by 50%+ for the department-store chain. With a higher receptivity to the brand, these shoppers also opened the department store’s emails almost 2x as much. In the end, this placed the client top of mind, and drove purchases online and in store.

    50%+

    ROI increase
  • Increased customer perception and engagement with the retailer.

     

    New shoppers were searching online for the retailer, and the products they viewed on its site, 2x as much as before the campaign. The products were now top of mind for the shoppers after seeing them on the retailer website, on their favorite blogs and in display ads. So they even mentioned their favorite items on social media and clicked the department store’s ads more than before.

    2x

    More online shoppers