Freshly Cosmetics enjoys 8x ROAS from Black Friday campaigns
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.
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:
“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
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