Waitrose selects Criteo for Online Advertising drive in 2012
Leading supermarket first to implement personalised retargeting for groceries.
London, 9 February 2012 – Criteo, the global leader in performance display advertising, today announced that Waitrose has selected its industry leading solution for implementation on its website, Waitrose.com. The partnership will make Waitrose the first supermarket in the UK to use online personalised retargeting for groceries, helping to drive consumer relationships. Visitors to Waitrose.com will be presented with highly relevant products and offers on selected media sites as part of their internet journey upon leaving the site.
This development marks an important step in Waitrose’s investment in its ecommerce platform over the last year, which included the opening of a dedicated Dotcom Fulfilment Centre in West London. Waitrose’s commitment to its online channel enabled the retailer to increase online sales by 49% in the seven days leading up to Christmas 2011. “As the industry leader Criteo was an obvious choice for us, enabling us to present consumers with relevant and up-to-date product information in a visually rewarding way,” said Nick White, Head of Online Commercial at Waitrose. “We are driving innovation in the grocery sector by being the first supermarket to adopt personalised retargeting, enhancing our ecommerce strategy and making online shopping even easier for our customers. We are already seeing a tenfold increase in the click-through rate compared to non-targeted display activity as well as a high level of conversions.”
Criteo leverages consumer intent in the same way as search advertising by showing ads for products based on the browsing behaviour of people on Waitrose.com. Criteo uses a predictive engine that is able to recommend products based on the behaviour of other consumers that have viewed the same or similar products. The adverts are created in realtime to ensure consideration of stock availability and pricing. Waitrose can easily track the success throughout by comparing the cost of sale with the click-through purchase cost to ensure that it remains viable and successful.
“It is great to see an industry leader such as Waitrose driving innovation in the retail sector,” Michael Steckler, MD for Northern Europe at Criteo said. “We share a common goal as we continually aim to provide consumers with a more relevant online shopping experience,” he added. Developments are also in progress to enable Waitrose to present consumers with items that they have forgotten to place in their online trolley prior to the delivery date as well as readvertise purchased items once they’re likely to have been consumed.
Developments are also in progress to enable Waitrose to present consumers with items that they have forgotten to place in their online trolley prior to the delivery date as well as readvertise purchased items once they’re likely to have been consumed.
Criteo is the global leader in Performance Display. Thanks to Criteo, advertisers can reach more customers with the same return-on-investment as they get from search marketing. Every day Criteo generates millions of high-quality leads through dynamically generated ads which are personalised with the products and services that consumers are searching for.
Criteo is measured purely on its post-click performance and offers a turnkey pay-per-click model including extensive real-time bidding tools, category and product level optimisation and an in-house creative studio.
Criteo partners with over 2000 leading ecommerce brands and operates in 30 countries across America, Europe and Asia. For more information, please visit http://www.criteo.com.
Waitrose currently has 272 shops in England, Scotland, Wales and the Channel Islands. Its recent strong performance has been driven by the success of the essential Waitrose range, its partnership with Delia Smith and Heston Blumenthal and an unmatchable top tier of products including the ‘Duchy Originals From Waitrose’ range. Waitrose combines the convenience of a supermarket with the expertise and service of a specialist shop - dedicated to offering quality food that has been responsibly sourced combined with high standards of customer service. (www.waitrose.com)