How Vanden Borre created reliable full-funnel experiences for consumers
Sixty years ago, two beloved French brands, Fnac and Darty, were born. A leader in all of its markets, Fnac is the benchmark in France for editorial products and consumer electronics. Darty is a leading French retailer of household electronics and supports customers before, during, and after the sale with its famous Contract of Confidence.
Together, Fnac Darty is a leader in ecommerce, with their sites attracting an average of 20 million unique visitors per month.
Fnac was looking for a trusted partner to work with them on a web traffic campaign to promote one of its flagship product categories on their ecommerce site. With a long-established history together, Fnac tapped Criteo to help with the initiative.
Targeting the right audiences was crucial to the success of the effort. The media team had the challenge of recruiting very specific targets, including news enthusiasts, parents of schoolchildren, manga readers, and women who read books. They also wanted to limit the audience to people who had never visited the Fnac website and were looking for quality traffic at a low cost.
To achieve this goal, Fnac used Criteo’s Commerce Audiences. Commerce Audiences allows marketers to tap into Criteo’s real-time shopping data to target audiences who are actively browsing the web for relevant product categories. It includes more than 1,000 categories across products, brands, and demographics. Based on the brief and discussion with the experts of each party, several Commerce Audience segments were selected to meet the main objectives of the Fnac media team.
The results of the campaign greatly exceeded Fnac’s expectations. The targeting reached a significant in-market audience strongly interested in Fnac’s products, at a very attractive cost per visit. More than 70% of the traffic generated by the campaign consisted of new internet users. More than 400,000 new visitors were generated in total, with a cost per visit of less than 0.25€.
Several thousands of baskets and sales were delivered by this new traffic, illustrating the quality of the traffic brought to the site.
According to Emilie Arnaud, Media and Social Networks Manager at Fnac, “The volume and quality of Criteo’s shopper data, but also the availability and quality of the support provided by the teams, enabled us to build a tailor-made system that corresponds precisely to our needs. And it was a great success: the results actually exceeded our expectations!”
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