How MUST’IT maximized full-funnel marketing performance
fashionette is one of the leading European data-driven ecommerce companies for premium and luxury fashion accessories. fashionette offers inspiration via a curated assortment of handbags, shoes, small leather goods, sunglasses, watches, and jewelry from more than 300 brands. With more than ten years of experience in the premium and luxury segment, the retailer developed a proprietary IT and data platform using cutting-edge technology and artificial intelligence that enables it to offer customers a personalized selection of high-end fashion accessories.
To meet the needs of its customers, fashionette continuously expands its selection within existing product categories, as well as in new product categories. With the launch of its new beauty category approaching, the company was looking for ways to drive relevant traffic to its site to engage with their new beauty products. At the same time, the sales-focused retailer wanted to ensure that this upper-funnel strategy stayed within reasonable cost of sales (COS) parameters.
To help make their new Beauty category launch a success, fashionette looked to their long-term partner, Criteo. Based on the performance of their lower-funnel campaigns with Criteo and on their strong consultative relationship, fashionette was confident in testing new strategies and solutions with their partner. They opted to launch a contextual targeting campaign to gain attention from new users and provide a balance of relevant traffic and performance.
According to Steve Orlamünder, Team Lead Performance Marketing at fashionette, “We try to cover the whole funnel because we know how important the creation of new relevant traffic is in the long-term, but we always keep a close eye on our strict performance KPIs. Criteo makes covering all areas of the funnel easy with its wide product variety. We saw early on that this campaign could not only provide relevant traffic but also generate conversions.”
By marrying commerce data with contextual signals, Criteo’s unique contextual targeting solution generated affinity scores between fashionette’s products and every domain in its network. This enabled fashionette to identify the most optimal locations for their contextual ads, making good on their desire to drive quality, cost-efficient new traffic.
“We are seeing surprising results in terms of sales and COS, which are better than expected. Most important to us, however, is that we are generating highly-relevant but affordable traffic,” said Orlamünder. “The campaign’s main goal was to drive high quality traffic, but seeing that we also generated conversions also contributed to the success of the campaign.”
In addition to their need to build upper-funnel awareness and traffic, fashionette realized the importance of preparing now for the addressable future. Orlamünder explained, “We see it as a top priority to be prepared for the cookie-less future. We want to be future-proof throughout all channels and always aim to participate in any beta or new released products that make sense for us.”
He goes on, “We have a desire to stay relevant and see no choice but to start preparing for the future now. We hope that generating relevant learnings early on will enable us to remain a key player in our market and give us the chance to be one step ahead of our competition. Anyone who wants to be prepared for the future and keep pace with the times should test this contextual solution. We have seen that costs, visits, and overall performance look good.”