How MUST’IT maximized full-funnel marketing performance
Russian retailer, KALYAEV, specializes in outerwear, primarily coats and jackets. They are known for their huge variety, fair prices, and massive “superstores” located in and around Moscow, Kazan, and St. Petersburg.
KALYAEV is an omnichannel retailer. Though the majority of its sales happen offline, online sales are growing and their website is often a first touchpoint before customers visit their store.
The retailer had been using social media to drive new audiences to the website but wanted to try other audience targeting options.
KALYAEV was already working with Criteo on conversion campaigns but wanted to move up the funnel to attract new audiences.
According to Anton Romanov, Head of Online Marketing at KALYAEV, “Retargeting does a great job bringing interested audiences back to the website, the cost per conversion is low, the conversion rates are high, and the results are excellent. The problem is that with retargeting campaigns we do not attract new audiences.”
To expose its brand to new prospects, KALYAEV partnered with Criteo on a web traffic campaign. Within the campaign, they used two different audience solutions to reach as many qualified people as possible.
With the Similar Audiences option, AI ran an analysis of KALYAEV’s website visitors to understand their shopping behaviors based on hundreds of intent signals such as engagement, navigational depth, and buying frequency. Criteo’s algorithm then found lookalike audiences who shared the same shopping behaviors.
Criteo’s Commerce Audiences option enabled KALYAEV to target users who were actively researching and adding apparel and/or outerwear to a basket, based on Criteo’s real-time shopping data.
When asked about their experience working with Criteo, Romanov said, “I like that with Criteo I don’t have to worry about anything — you do all the work for us. If new solutions appear, you always offer to try them. You have smart algorithms. All this saves our time and drives results.”
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