Immowelt finds full-funnel success with video and display
Furniture and home décor retailer, Sfmeble, brings beautiful and unique interior design to homes everywhere in Poland. Featuring leading and inspiring brands in home interior, lighting, and accessories, Sfmeble helps its customers express their individuality to make their house feel like a home.
In 2020, home upgrades and renovations soared as a result of COVID-19 restrictions that kept people around the world mostly home-bound. Seeing the increased demand, many new online furniture stores were launched during this period, creating a crowded and competitive market. Sfmeble’s challenge was to reach customers and be remembered amidst the noise—and continue to be remembered throughout a long purchase process.
To break through the clutter and bring new visitors to their website, Sfmeble partnered with Criteo on a video advertising campaign. Criteo’s massive shopper data set, which includes more than 35 billion daily historic browsing and transaction events, allowed Sfmeble to precisely engage consumers who have shown interest in furniture and home décor. The breadth and depth of Criteo’s supply partnerships ensured that they reached their ideal audience wherever they were – on all internet enabled devices and on all premium cable networks.
“This is new for us,” said Karolina Zabawska, Head of Marketing and Communications at Sfmeble. “Previously, we had used video advertising only in YouTube campaigns. We see that the whole world is turning towards video, so we want to follow and engage our audience where they are spending their time.”
By focusing on audiences who are true intenders and pairing that with a large publisher reach, Sfmeble successfully attracted high-quality visitors. This upper-funnel approach is key in the furniture category, which has a shopping journey that typically takes as long as 90 days. According to Zabawska, “When it comes to ecommerce, home and decor has its own rules. Here, no one, or almost no one, makes a spontaneous decision to buy a sofa or dining table. This process is much longer than in the fashion industry.”
Criteo’s video advertising campaign brought in a large volume of qualified traffic. These visitors had a very low bounce rate, a longer than average time on site, and showed interest not only in Sfmeble’s products, but also in their articles and design inspirations. Sfmeble is taking a full-funnel approach, using Criteo to retarget and convert these new visitors, which also allows them to track from a video view through to a sale.
“The reach and ease of use were key reasons we chose Criteo for our video advertising needs,” explained Zabawska. “It’s very important that we can see how the campaign works at all times. We appreciate the intuitiveness of the dashboard, the ease of adding graphic materials, and the analytics and reports that Criteo offers.”
What’s next for the partnership? Zabawska sees more awareness campaigns in the future and is looking forward to working with Criteo on omnichannel solutions.
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