FARFETCH drives traffic with Commerce Growth campaigns for the holiday season

FARFETCH is a global platform for luxury fashion connecting creators, curators, and consumers. Founded in 2007, FARFETCH began as an ecommerce marketplace for luxury boutiques around the world. Today, the FARFETCH Marketplace connects customers in over 190 countries and territories with items from over 1,400 of the world’s best brands, boutiques, and department stores, delivering a truly unique shopping experience and access to the most extensive selection of luxury on a single platform.

The holiday season is a crucial time for engaging luxury shoppers. In order to drive maximum success during this period, FARFETCH was looking for a partner to help them launch a robust advertising campaign that would generate customer growth and a strong return on investment.

Maximizing holiday traffic with creative acquisition and retention ads

FARFETCH teamed up with Criteo to launch a Commerce Growth campaign focused on acquisition and retention strategies that would drive customer growth during the holiday season. With Criteo’s help, the campaign focused on increasing brand exposure among prospecting audiences of potential first-time customers interested in luxury brands to drive new site and app traffic. Meanwhile, the partnership also re-engaged users who previously demonstrated interest in FARFETCH through driving them back to the site/app so they can complete their transactions.

Criteo also worked with FARFETCH to leverage a variety of creative ad format options tailored to achieve each of the fashion company’s marketing goals. For the acquisition campaign, hyper-relevant rich media ads drove new users to visit the FARFETCH site and app, while reducing user fatigue. For the retention campaign, dynamic ads maximized conversion among previous customers, transforming them from one-time shoppers into long-term loyalists.

Criteo also worked with FARFETCH to deliver clear promotional messages for the holidays through static banner ads, an always-on video ad, additional video creatives, and countdown creative.

Generating luxurious holiday results

As a result of the Commerce Growth campaigns, FARFETCH earned impressive holidays results. The acquisition campaign increased click-through rate by 11.7%, rose the share of new users by +23.5%, and grew the share of first-time buyers by 9.3%. The retention campaign generated 4% incremental revenue during the holiday season compared to the total revenue on the website.

Compared to other platforms during the holiday season, Criteo rose FARFETCH’s return on investment by 140% and conversion rate by 13%.

“Criteo is always a good choice when it comes to driving both new users and customer retention to boost sales during holiday seasons,“ shared Cassie Liu, Growth Marketing Manager at FARFETCH.

In the future, FARFETCH will continue to partner with Criteo for their customer growth solutions. FARFETCH will also explore new ad creative ad formats such as video in order to increase brand awareness, deliver unique fashion experiences to customers, and drive high-quality buyers to the site/app.