How Vanden Borre created reliable full-funnel experiences for consumers
Goods.ru is a true online marketplace, featuring more than two million products from 6,500 sellers on their site. They never compete with their sellers or influence pricing since they don’t buy goods from sellers, nor store them in their warehouses.
They also focus their efforts on reaching not just individuals, but entire households, through their diverse product selection and their marketing efforts. With their messaging, they focus on maximum personalization while solving for the needs of their customers.
Goods.ru was looking to attract new audiences while also re-engaging existing customers. They partnered with Criteo to focus on consideration-focused campaigns that reach upper-funnel audiences and encourage them along the customer journey.
In order to find the highest-value audiences for goods.ru, Criteo launched a Similar Audience campaign, which used advanced AI to reach lookalike audiences who closely resemble goods.ru’s current customers.
Elena Lisovskaya, goods.ru’s Head of Performance Marketing, says, “We needed a tool that attracts new shoppers and does it efficiently and inexpensively. After monitoring the market, our choice fell on Criteo.”
Goods.ru knows it is important to address the entire purchase funnel, rather than solely focusing on performance in order to continuously grow their audiences and their business. Together with Criteo, goods.ru developed an action plan and both teams began their work towards achieving main goals.
The team at goods.ru was happy with the campaign results. Anna Egorova, Senior Specialist of Performance Marketing, says, ”We saw that the customer acquisition cost (CAC) in the campaign for new shoppers can be four times less than in other tools. Therefore, we continued to work with Similar Audiences.”
The goods.ru team also appreciated the professionalism of their Criteo support team as well as the company’s reputation, full-funnel technical solutions, flexible problem solving, and more. Goods.ru will continue to grow their partnership and evolve their strategies in ways that best serve the online marketplace.
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