How Zvet.ru reaches new furniture buyers with digital advertising
British-born home decorating brand Graham & Brown has been leading the wallpaper revolution since 1946. The family-owned legacy business is known for craftsmanship and creativity, offering a selection of beautiful wallpaper, paint, and more to audiences who are redecorating their homes or taking on new interiors projects.
When it comes to reaching their audiences, Graham & Brown realized a long time ago that as ecommerce grows, their strength lies in taking a direct-to-consumer approach. Primarily selling their products through their website, they aimed to grow their business by reaching new customers and further engaging existing buyers.
Home decoration projects can mean a longer sales cycle. Graham & Brown’s Head of Ecommerce, Jan Bartczak says, “Buying decorating products, wallpaper and paint is a pretty long journey. So, it starts with a sense of the need, it starts with looking for inspiration.”
Graham & Brown were already working with Criteo for lower-funnel conversion campaigns, but through holistic attribution analysis, their measurement partner, SingleView, uncovered a new perspective on performance that helped expand Graham & Brown’s advertising strategy across the consumer journey.
SingleView’s multi-touch attribution measurement gave Graham & Brown the confidence to invest more in digital advertising with Criteo. Bartczak explains, “SingleView allow us to really understand the value, both in terms of the post-impression and post click view which allow us to scale it and use it more confidently — and then we can put more behind it.”
With this confidence, Graham & Brown expanded beyond their conversion-focused campaigns and launched a customer acquisition campaign to drive consideration with audiences new to their brand. To do this, Criteo’s advanced AI helped discover high-value potential customers and reached them with the most relevant dynamic ads. This helped the brand stay at the forefront of consumers’ minds.
Graham & Brown’s conversion-focused campaign then re-engaged customers with relevant content offers, driving them back to their website. On this strategy, Bartczak says, “it allows us to properly get to speak to the customer and all the things that are relevant for them or relevant to that step of the journey… it’s a very strong channel for us.”
The full-funnel strategy helped Graham & Brown’s customers find what they were looking for, and moved them along their journey faster and more efficiently. Looking at the campaign performance, Bartczak says, “We actually tested different providers in terms of retargeting display and Criteo is clearly outperforming them, which is great.”
For marketers, it can be difficult to measure campaigns that don’t generate immediate direct response, but SingleView was able to help prove the value of Graham & Brown’s mid-funnel Criteo campaigns. Bartczak confirms, “Quite a lot of times, [consumers] don’t actually click or engage with the ad directly, but we can see that it helps get them on the journey.”
SingleView’s holistic campaign measurement allowed Graham & Brown to better understand their customer’s path to purchase and draw concrete insights. Bartczak emphasizes, “Understanding how that journey looks and being able to engage the customer at certain levels of the journey makes it shorter, which allows them to engage with the product that they were interested in faster.”
With help from Criteo and SingleView, Graham & Brown is able to test new strategies and learn every step of the way. When looking into the future, Bartczak cites flexibility and agility as keys to how his team will enable strong growth.
Regarding the partnerships with Criteo and SingleView, he says, “It would be very helpful to work further with both parties to commit to enhance our marketing capabilities and keep staying on the front foot in terms of being able to help the consumer and being able to give them what they want exactly at the right time.”
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