How Fossil increased its online sales during Black Friday

Solution

For the Christmas shopping season, Fossil launched a highly visible TV advert as centerpiece of its first-ever 360⁰ cross channel campaign, which also incorporated digital marketing.

In the Black Friday week, the company relaxed its ROI requirements for performance marketing in favor of more volume and attracted customers with discounts of up to 25%. 50/50 adverts were also used to present a lifestyle visual, which was created especially for the occasion. In addition, ads shown just before Christmas had a special theme and, in the last few days before Christmas, a “Last Order Date” was included, aimed at undecided and last-minute shoppers.

All of this needed accurate and timely planning. The individual Fossil departments had started thinking about the budget allocation and practical implementation way back in July/August. They were supported by Criteo, who provided advice on best practices and producing analyses and reports.

“The ever-increasing influence of e-commerce also has an effect on Christmas trade. Instead of a steady increase during the entire Advent period, the most important sales weeks are now the Black Friday week and the final week before Christmas Day. Everything requires precise and timely planning. Criteo supported us in terms of best practices and producing analyses and reports, as well as giving us specific advice.”
–Daniela Zschaeck, Online Marketing Specialist, Europe

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