Commerce Growth fuels Biano’s partner site traffic and improves ROI

Biano is an online shopping marketplace based in the Czech Republic for furniture and home decorations, offering the best suite of technologies to furnish your home. Incorporating community features into its platform, Biano aims to break down barriers in online shopping by providing users with the best tools and browsing experience.

Unlike other furniture marketplaces, Biano stands out from the competition by engaging shoppers at all moments throughout the furniture shopping journey—from inspiration to product discovery to quality check.

Biano’s biggest priority is user experience, ensuring meaningful engagement with both the brand and its products. Focused particularly on performance, Biano wants to drive strong ROI internally, high-quality traffic to their partner e-shops, and growth of loyal customers.

Tapping into customized and AI-driven solutions

Biano partnered with Criteo Commerce Growth to launch customer acquisition, retention, and retargeting campaigns that would ultimately increase the company’s customer lifetime value.

For the acquisition campaign, Criteo tested prospecting audiences. This solution leverages AI-powered, audience-modeling to find shoppers who have demonstrated high-intent to purchase furniture or home decor. Based on behavioral and contextual signals, Criteo was able to precisely target the right customers across multiple environments to engage with Biano.

During the retention and retargeting campaigns, Criteo leveraged Biano’s customer data to run a customized audience called a “Gold-user” comprised of repeat customers based on their historical site and shopping behavior. With tailored ads, Criteo drove previous shoppers back to Biano’s channels based on a continuously refreshed understanding of each customer and where they’re most likely to buy.

Vladimír Špringl, Digital Marketing Specialist at Biano shared, “We really like the collaboration with the account strategist, and the developer support was a wonderful experience. The Criteo platform is a very nice tool to go and play through—basically you can find all the necessary information there: from campaigns to tracking to catalogues.”

Generating superior traffic performance

By leveraging Commerce Growth, Biano achieved their primary goals—which included meeting their ROI target, decreasing their cost of sales by 50%, improving their conversion rate on Biano’s partner sites by +50%, and increasing their number of sales by 50%.

Commerce Growth also generated higher quality traffic for Biano. Acquired users showed a +21.4% traffic uplift compared to other first-time visitors from alternate sources, indicating that Criteo’s acquisition solutions create engaged site users that return for multiple sessions.

These users also returned for a greater timeframe and don’t fall away as rapidly: They returned over an average of 46 days, compared to 40 days for other new visitors. Sessions longer than 1 minute were also +10% higher for those acquired by Criteo than for other first-time visitors.

With increased retention and longer sessions, the traffic was then guided through the marketing funnel for additional retargeting.

In the future, Biano is interested in working with Criteo to build more acquisition audiences, testing Commerce Growth’s Lookalike audience solution and online video formats.