How Vanden Borre created reliable full-funnel experiences for consumers
Rowenta, a leading brand in the French household appliance market, and a subsidiary of Groupe SEB, has gained the trust of consumers thanks to their commitment to “repairability” of their products.
In a highly competitive market, Rowenta is always looking for ways to stand out from competitors, raising visibility for their brand, while also increasing product sales. As a data-driven company, Rowenta is also focused on understanding the performance of their Google Search campaigns not only on their own ecommerce site but also across their network of retailers’ sites that are also Criteo’s partners.
To address these objectives, Rowenta’s agency, iProspect, advised the brand to team up with Criteo to leverage their Retail Media capabilities.
For Rowenta, Criteo and iProspect leveraged Criteo’s sales attribution data, which provides a better understanding of Rowenta’s search campaign performance, and Criteo Sponsored Products, which delivers native ads along the consumer journey on retailer sites.
With its access to a large network of anonymized first-party data from French retail partners and the expertise of its data analyst teams, Criteo retrieved all the users who clicked on Rowenta’s Google Search campaign. Criteo then measured sales attribution beyond Rowenta’s ecommerce site and provided a new understanding of performance that was previously missing from their campaigns.
Criteo also generated significant incremental revenue for Rowenta by engaging consumers targeted by the Google Search campaign using Criteo Sponsored Products. The sponsored products format provided more visibility for Rowenta’s products on ecommerce sites that are in Criteo’s Retail Media network.
Rowenta’s vacuum products were featured as native ads that seamlessly fit into the shopper’s consumer journey across Rowenta’s various retailers. Ads were AI-optimized and personalized based on the real-time behaviors of consumers with high purchase intent.
Rowenta was therefore able to effectively reach consumers across their buying journey, especially on the product and shopping cart pages, without them having to leave the retailer’s website. This campaign significantly increased Rowenta’s visibility and sales, in addition to the Google Search campaign.
Arick Abbou, eCommerce & eRetail Consulting Director at iProspect France explains, “As commerce takes multiple forms, we are now witnessing a real need for brands to operate their strategies with more synergies and in particular under the prism of Total Commerce.”
He goes on to say, “The initiative undertaken with Criteo responds perfectly to this need because on one side, it makes it possible to promote the use of traditional Direct to Consumer digital levers by adding more visibility on eRetail sales; and on the other side, it measures the impact of a combination of the eRetail media levers with other traditional Direct to Consumer digital marketing levers. This type of solution may give rise in the near future to optimizations of media performance based on notions of incrementality in Total Commerce.”
The partnership with Retail Media by Criteo, as and Rowenta’s agency iProspect, successfully increased Rowenta’s visibility into attribution and grew sales.
Aside from the revenue generated from Rowenta’s Google Search campaigns for their own ecommerce site, Criteo was able to attribute 78% of additional sales to the same campaign from their network of retailer partners.
The activation of the Criteo Sponsored Products campaign resulted in a 93% increase in the conversion rate of shoppers exposed to the “vacuum” category, representing +16% incremental revenue, as well as return on ad spend (ROAS) of 1459%.
Jérôme Bénière, Media & Digital Manager, at Groupe SEB remarks, “This type of initiative, reconciling digital media and retail, demonstrates the effectiveness of full-funnel activation throughout the consumer journey. This opens up a more transparent understanding of the performance of media investments.”
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