How Dutch retailer, HEMA, reached new audiences at scale

Dutch department store, HEMA, has made life easier and more fun for customers since 1926 by offering a variety of products from apparel to kitchenware, and much more. They believe that great quality and design should be available to everyone at a great price.

From a business standpoint, HEMA aimed to increase their online revenue in innovative and cost-effective ways by reaching new customers who were most likely to buy from their website. They wanted to expand their advertising strategy beyond conversion-focused campaigns to reach new consumers during the consideration stage of their shopper journeys.

Finding new customers through an existing partnership

Partnering with Criteo allowed HEMA to not only run their lower-funnel, purchase-focused campaigns, but also activate upper-funnel campaigns to drive new customers to their site.

To ensure these new site visitors were most likely to be high-value customers for HEMA, the Criteo team leveraged lookalike targeting to reach those who most resembled HEMA’s current customer base. This is possible due to the breadth of Criteo’s network that encompasses more than two billion active monthly shoppers, which let HEMA reach new audiences at scale — and at the precise moment when they were most likely to engage with HEMA’s brand.

Daniel Franco, HEMA’s Manager of Media Channels states, “The Similar Audience campaign is an important campaign, because we re-connect with users that have not been on our website for a while in addition to us connecting with completely new users. From our brand and consideration standpoint we think this campaign is great added value to all our other campaigns.”

Generating results quickly and efficiently

HEMA chose Criteo as an advertising partner for both lower and upper-funnel marketing campaigns because they knew Criteo could deliver the highest reach in the most cost-effective way. Their upper-funnel campaigns even had a positive impact by driving a significant number of users to the lower-funnel campaign. HEMA also appreciated Criteo’s complimentary creative consultations as well as their fast and efficient campaign setup.

Franco shares, “Criteo has helped HEMA to drive continuous, new traffic to our site, at a low cost per visit with a high quality. Given these results, we are planning to use Criteo for our future campaigns to drive more new customers and more qualified visits to our webshop.”