PrinceOliver: Harnessing the potential of ecommerce
First launched in 1995 on TV, over the past 25 years HSE24 has developed into an omnichannel retailer that is present on all relevant channels — TV, online, mobile, and social media. With its consistent and seamless networking of the platforms, HSE24 is an innovation driver for modern home shopping.
By successfully bringing their storytelling from television to their website, HSE24 has seen its ecommerce business continue to grow over the years. What began as primarily another place for TV viewers to place orders has now become a marketing and sales channel in its own right.
To continue its ecommerce growth, HSE24 has a robust digital advertising strategy, including a partnership with Criteo.
HSE24’s main marketing goals include adding new customers and expanding their affiliate channel. To help achieve this, they launched an upper funnel web traffic campaign with Criteo.
According to Jasmin Schebrich, Senior Online Marketing Manager at HSE24, “The aim is to further improve the online area so that we can not only attract loyal customers but also retain additional customers in the long term. The cooperation with Criteo fits well into our strategy, as the different funnel allows us to address customers more specifically in different areas.”
HSE24 ran two web traffic campaigns. The first used Criteo’s Similar Audiences, a lookalike AI that finds new audiences that look like HSE24’s best website visitors. The second used Criteo’s Commerce Audiences, which uses shopping intent data to build in-market audiences for more than 1,000 product categories.
By moving up the funnel with their advertising, HSE24 could expand their reach, which ultimately had a positive effect on sales. “You can clearly see how differently the customers convert in the different funnels,” says Schebrich. “Without the upper funnel we would really only reach the frequent buyers. Those who are rarely or never on the HSE website can’t be addressed with the lower funnel.”
In looking ahead, Schebrich is excited to test, learn, and optimize their upper funnel campaigns. She explained, “The interaction of the different funnels is certainly not exhausted and here I see many more test possibilities in the future.”
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