How Poland’s Selsey optimizes their entire customer journey

Offering both modern and traditional furniture and home accessories, one of Poland’s fastest-growing retailers, Selsey, is helping to transform their customers’ dream homes into reality. Selsey strives to test and implement new ways to create as much value for their customers as possible, whether that be through their high-quality products or optimal customer experience.

Selsey wanted to reach customers in the upper, mid, and lower funnel to meet them at each stage of their customer journey. Given that in the last year, their partnership with Criteo on lower-funnel conversion campaigns helped them double their return on ad spend (ROAS), Selsey expanded their partnership to activate upper-funnel customer acquisition campaigns to drive new shoppers to their site.

Moving up the marketing funnel

Selsey knows that people are often overloaded with information, so they try to meet their customers where they are, rather than rushing them to make a purchase. Alina Lysychkina, Selsey’s Performance Media & Conversion Optimization Team Leader, says, “Our message has to be consistent with expectations and adapted to the customer’s journey. Criteo gives us such an opportunity with advanced user selection and tracking functions.”

To find new customers who would drive maximum value, Selsey launched a customer acquisition campaign and used Criteo’s data to reach people who are interested in furniture, appliances, and electronics, but who haven’t yet been fully introduced to their brand. This connected them with potential new customers in key browsing moments and drove consideration during their shopping journey.

Selsey and Criteo were already working together on dynamic retargeting campaigns to drive sales, so why move up the funnel? Lysychkina explains, “Without the ability to safely go to a store and touch products . . . we have to deliver experiences that build the same amount of trust as in-store experiences. That’s why we focus on brand awareness, offering more than just a product. We precisely analyze the buyer’s interests and needs instead of forcing general messages. When we acquire their attention, another step is to convince them that we provide value.”

The acquisition campaign was a success, driving new customers to Selsey’s site, 75% of which showed interest in their products.

Demonstrating value for new and existing customers

By partnering with Criteo, Selsey was able to meet several goals simultaneously — growing their customer base, engaging customers with relevant product recommendations, driving new conversions, and maximizing ROAS while minimizing customer acquisition costs (CAC).

Lysychkina and the Selsey team were pleased with the results, stating, “We highly recommend using Criteo because it not only helps to reach and connect with customers, it grows the incremental revenue all the time and helps to grow quicker. They have fantastic client service ready to help whenever you need them.”

When looking to the future, Sesley plans to test more upper-funnel campaigns with Criteo that allow them to fuel their lower-funnel campaigns as well. They also plan to expand their creative portfolio to create different banners that engage potential customers and provide them with more value than ever.