Bemol increases return on ad spend with Automated Bidding
Moda in Pelle has been crafting fashionable shoes for Britain’s discerning women since 1975. Based in Leeds, UK, the family-run brand takes pride in designing every shoe in-house. They also take pride in their legacy of more than 40 years, as well as their 40+ retail stores and strong online presence.
Known for their creative vision and stunning designs, Moda in Pelle’s willingness to try new things extends beyond shoes and is a key ingredient in their success. In the past year, Moda in Pelle saw triple-digit growth online, mainly through leveraging acquisition channels and refining customer touchpoints.
Criteo’s web traffic solution has been one such acquisition channel for Moda in Pelle, helping the company reach and drive new users to their website. This campaign works in tandem with Criteo’s retargeting solution, which helps convert Moda in Pelle’s site visitors.
Gianni Casagrande, Marketing Manager at Moda in Pelle explains, “The most important aspect of our marketing activity is reaching customers with the right content at the right time. Criteo allows us to have a profitable and effective display solution that complements our marketing activity across all channels.”
Not ones to rest on their fashionable shoes, however, Moda in Pelle was looking for ways to further optimize their digital campaigns.
Optimizing campaigns is typically a manual, time consuming process. In order to consistently hit KPIs, marketer’s Cost Per Clicks (CPCs) need to be constantly adjusted. To get more time back in their day, Moda in Pelle was looking for a solution that would maintain a stable Cost of Sale (COS), without the hands-on maintenance.
With Criteo’s Automated Bidding tool, AI technology automated the campaign adjustments, while ensuring a consistent COS. The automated bidding model also responded to seasonality, trade, and competitive bidding to further improve efficiency and performance.
“The automated bidding model allows us to spend more time on strategy than daily optimization, with control and visibility on COS,” says Casagrande. “This type of optimization is precise, accurate and effective, and contributed to significant web growth during 2019.”
With more time to spend on strategy and creative, Moda in Pelle is continuing to focus on perfecting the customer experience at each touchpoint. Criteo is proud to continue to help them.
Casagrande shares “We can’t thank the Criteo team enough for their support over the past few years and look forward to our continued growth in 2020.”
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