Gémo proves display channel value with incrementality testing
For marketers, any digital spend needs to equal real results. This is especially true for brands with big goals.
French retailer Gémo’s mission is to offer accessible fashion to everyone. The brand’s clothing, shoes and accessories are meant for the whole family, across ages, body types, and tastes.
Gémo’s goal is to become the most customer-focused fashion brand. With 440+ stores in both France and abroad, Gémo’s omnichannel approach offers customers a smooth purchasing experience and a consistent quality of service. By analyzing ecommerce data and using the website as a laboratory, the team has a sophisticated understanding of customer needs. This helps Gémo to effectively engage customers with relevant offers even after they leave the site.
As Gémo expands to niche markets such as plus sizes, maternity, and lingerie, the focus is on a connected online and offline presence with measurable results. To that end, Gémo was looking for a data-driven way to measure the real impact of its digital campaigns.
To evaluate the campaign’s performance and measure the profitability of Gémo’s digital investments, Gémo and Criteo ran an incrementality test.
First, two groups of randomly assigned consumers were identified: the first group was marketed to in a business-as-usual way (eligible for exposure to Criteo ads), while the second group was held out as a control group (where Criteo marketing efforts were suppressed). By comparing the two groups, Gémo was able to reliably measure the incremental revenue generated by the Criteo campaigns and gave Gémo the means to validate, experiment with and optimize marketing strategies in partnership with Criteo.
“The good performance we have seen confirms that we are on the right track: consumers value and click on the ads when they consider them relevant,” said Claire. “Of course, this reinforces our marketing strategy and convinced us to test other solutions proposed by Criteo, especially for omnichannel.”
The test revealed that Criteo’s solutions generated a strong incremental Return on Investment (iROI) of 3.8 and Revenue per User (RPU) Lift of +8%, providing Gémo with the proof that Criteo meets their performance goals on both an attributed and incremental basis. With these results and accompanying insights, Gémo was able to make more informed decisions about their marketing efforts and be confident in the value Criteo brings to their business.
“The incrementality tests allowed us to control, measure, and optimize the performance of our digital display channels. The good performance we have seen confirms that we are on the right track: consumers value and click on the ads when they consider them relevant. Of course, this reinforces our marketing strategy and convinced us to test other solutions proposed by Criteo, especially for omnichannel.”
–Venessa Gignoux, Digital & Ecommerce Manager, Gémo