Philips Garment Care, which includes products like irons and steam generators, was seeking a way to better target omnichannel shoppers who are both researching and purchasing products across onsite and offsite channels. Versus other categories, Garment Care shoppers show less brand loyalty, and are more opportunistic and receptive to influence near the time of purchase. While they had experienced success with Criteo Sponsored Products targeted ads on top retail sites, they were looking for increased ways to drive shoppers to those retail sites.
Philips combined the strengths of two Criteo products to ensure maximum success. Criteo Co-marketing allows brands to partner with retailers to target high purchase-intent shoppers within a given category, wherever they are browsing, prior to purchase. When a shopper clicks on an ad, the Criteo Co-marketing solution redirects that shopper to a product detail page on a retail site, which can be just one click before conversion.
At the same time, Philips continued to run their Sponsored Products campaigns, placing ads across Criteo’s network of retail partners. This allowed Philips to target those shoppers who were already on retailer sites. By combining both products in their efforts, Philips ensured a strong onsite and offsite presence, and was able to measure the evolution of its share of voice, share of market, return on ad spend, high-performing keywords and placements.
How Philips dressed for success with Criteo Sponsored Products and Co-marketing:
Criteo Sponsored Products Results:
Criteo Co-marketing Results:
” The days of the single-channel shopper are over. Philips is seeking marketing partners that address changes in shopper behavior successfully, as the online channel continues to grow in importance for us. Thanks to Criteo, we have better and deeper insight into our target consumer’s shopping behavior as well as increased sales.”
– Mathilde de Plinval Head of Communication & Digital
Return on Ad Spend Incremental Sales (ROAS)
Traffic increase in Philips product pages within the category