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Sephora (CAM)

Challenge

Sephora sought to provide different experiences for their various types of customers, as well as increase the Lifetime Value of existing customers, mainly from its loyalty program, the Beauty Club.

Solution

After realigning its online strategy, Sephora began a campaign with Criteo Audience Match to engage its Beauty Club loyalty program customers.

Customers who were impacted by the Criteo Dynamic Retargeting campaign and were part of the Beauty Club were automatically placed in this new campaign and shown banners with special and customized offers different from those shown to retargeting campaigners who are not part of the loyalty program.

One of the main foundations of this campaign was to reactivate customers who had a high index of identification with and fidelity to the Sephora brand, but who had not purchased for some time.

At the end of the first quarter, the campaign was optimized by ARO (Adaptive Revenue Optimization), which enabled the Criteo Engine to define CPC bids based on specific ROI goals.

This optimizer was able to grow revenue even during periods of higher demand, because it managed to increase the delivery of the campaign without sacrificing performance.

How it works:

  • Criteo Audience Match was used to focus on Sephora’s loyalty program, the Beauty Club, as it is an extremely committed and loyal customer base.
  • Synchronization between Criteo Audience Match and Criteo Dynamic Retargeting ensured optimization and consistency across campaigns.
  • Adaptive Revenue Optimization (ARO), a bid optimizer, was used to set CPC bids according to the ROI goal, i.e., the Criteo Engine began to analyze and understand the value that each bid would need to be set at to meet demand without sacrificing performance.

Outcome

  • +16% increase in ROI in the first month of the campaign
  • 45% of unique users of the Criteo Audience Match campaign were engaged in the Retargeting campaign
  • +2600 user sales generated from a combination of Criteo Audience Match and Criteo Dynamic Retargeting campaigns

“Working on the conversion and re-engagement of customers with Criteo solutions has shown us that we are on the right track. Being able to customize and differentiate messages and offers for a very valuable group for us was key to continuing our growth.”

–Simone Sancho, Digital Marketing & CRM Executive, LATAM, Sephora

+16%

Increase in ROI in the first month of the campaign

45%

Of unique users of the Criteo Audience Match campaign were engaged in the Retargeting campaign

+2600

User sales generated from a combination of Criteo Audience Match and Criteo Dynamic Retargeting campaigns