How MUST’IT maximized full-funnel marketing performance
Bemol is a successful chain of department stores in the Western Amazon. Since its founding in 1942, the company has grown to include 26 physical stores, 18 pharmacies, 19 lotteries, and three distribution centers located in Manaus, Porto Velho, Boa Vista and Rio Branco. Bemol’s slogan “Escolha com Confiança” (choose with confidence), rings true with its customers, who’ve helped the company grow its ecommerce business 43% year over year since 2015.
Bemol plans to continue that aggressive ecommerce growth with the support of its agency, Buzzer, and Criteo.
To help meet its growth goals, Bemol, Buzzer, and Criteo teamed up on digital advertising campaigns. They reached shoppers in all parts of the shopping journey, using Criteo’s Similar Audiences to find new customers at the top funnel, Custom Audiences to influence consideration, and Bemol’s client list to reach those at the bottom of the funnel.
On choosing to work with Criteo, Felipe Honain, Director at Buzzer says, “Bemol has a very aggressive goal for its ecommerce for the coming years and the only way to achieve this goal is to take advantage of all the potential, “know-how” and technology of the media partners, including Criteo.”
That included taking advantage of Criteo’s Automated Bidding tool, which automatically adjusted cost-per-clicks (CPCs) for Bemol’s campaigns to achieve a set ROAS target. With Automated Bidding, Bemol and Buzzer saved valuable time that would have otherwise been spent manually adjusting bids, monitoring the impact, and optimizing.
Bemol’s large audience and high ROAS target made Automated Bidding an attractive solution, as it enabled the campaigns to stick to the target without impacting volume, while maintaining a more consistent pace of spend.
According to Felipe, the Adaptive Bidding tool was “a smart and effective way to optimize the results and, consequently, the ROI of the client. We managed to scale up the number of sales and revenue over the months without any increase in investment, which shows the scalability that the technology can have, especially in large sites, as is the case of Bemol.”