PrinceOliver: Harnessing the potential of ecommerce
6thStreet is a powerhouse retailer in the Middle East, featuring products from more than 200 brands including Tommy, Calvin Klein, Adidas, Nike, and more. Part of 6thStreet’s success is owed to their strong omnichannel presence. Between their established ecommerce site and over 1400 stores across the UAE, Saudi Arabia, Kuwait, Oman, Bahrain, and Qatar, 6thStreet ensures their customers are able to get the products they want and need.
Providing relevance to their customers is important to 6thStreet. That’s why they feature a recommendation tool on their website and analyze data to ensure customers are shown relevant products on their home page, cart page, as well as product listing and detail pages on both web and app. 6thStreet’s focus on relevance also extends to their digital advertising strategies.
Given that 85% of 6thStreet’s business is generated from their app, they wanted to increase sales and reach new users across both app and their website — particularly during the critical retail event of Black Friday. To achieve their goals, 6thStreet partnered with Criteo for personalized, dynamic advertising.
To deliver sales and reach new users for Black Friday, 6thStreet collaborated with Criteo on dynamic retargeting, as well as an app campaign focused on generating new installs. This component is pivotal to 6thStreet’s strategy, as app plays a key role in their customer journey and results in many repeat purchases and constant engagement with users.
Regarding the partnership, Shaheer Masoom Usmani, 6thStreet’s Head of Digital Marketing, E-commerce, says, “We wanted to convert our existing user base and past customers during Black Friday via remarketing campaigns, which ramped up quickly and delivered a good ROI. In addition to that we also wanted to drive app installs with a positive ROI.”
The campaign was a success, as 6thStreet’s business increased 10x during Black Friday. Usmani elaborates, “Criteo has been quick to ramp up and drive a great ROI. Also, we are able to see from data that Criteo drives better installs — 150% higher install to purchase ratio and 25% higher repeat purchase percentages.”
6thStreet and Criteo continue to expand their consultative partnership. Usmani cites Criteo as one of 6thStreet’s best-performing channels with their main benefits being, “The technology enablement, the team, and the constant proactiveness.”
After seeing the success of the Black Friday campaigns, 6thStreet decided to maintain these initiatives in an “always-on” fashion while also expanding their efforts higher up the funnel to drive new qualified traffic to their website. They continue to test new solutions that ensure positive advertising experiences across the customer journey.
When looking into the future, Usmani says, “I want to shift how we work with Criteo and look at it as an extension to the 6thStreet marketing team. We want to work closely on overall KPIs where Criteo is also involved in setting targets for things like our lifetime value, frequency of user, revenue from our top 10% customers, and more.”
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