How MUST’IT maximized full-funnel marketing performance
Fashion retailer Answear.com, prominent in central and eastern Europe, offers shoes and accessories from over 300 global brands and 86,000 products across their website. It is in their core values to put the customer at the core of their strategy. They understand their client does not want to scroll through hundreds of pages filled with products, so they work hard to give them what they enjoy most: a wide selection of products tailored to their very own needs and styles.
As Katarzyna Leboch, Performance Marketing Manager CEE at Answear.com claims, “We want to support our customers in their consumption choices and encourage them to pursue their life passion, all thanks to fast and trouble-free shopping.” In September 2020, Answear.com launched its own brand: answear.LAB, partnering with local projects and working on strengthening their relationships with customers.
Answear.com partnered with Criteo, looking for a solution to reach a wider audience in the most effective and efficient way possible. Criteo and Answear.com already partnered on lower-funnel retargeting campaigns, but to attract new customers, they moved up the marketing funnel with a consideration-focused campaign.
This campaign leveraged Criteo’s similar audience targeting which uses lookalike AI to determine Answear.com’s highest-value potential customers by reaching people who have similar browsing and purchasing behaviors as their recent site visitors.
Thanks to a well-set branding campaign, using Criteo’s Creative Offering, the reach has experienced a high level of growth, and a lower bounce rate than other display campaigns. In return, this led to more recurring visits and a stronger retargeting campaign.
“Criteo provides us with a wide range of solutions for marketers, an easy-to-use control panel, great relationship with and availability of our account manager, and a fast service,” states Katarzyna Leboch. “We would like to work together in the future, starting by building our next video campaign.”