How MUST’IT maximized full-funnel marketing performance
In Rotterdam and much of South Holland, Van den Assem is synonymous with premium shoes and excellent service. Customers looking for footwear appreciate the custom advice the brand offers as well as the superior fit, manufacturing, and overall quality.
Whether in-store or online, Van den Assem strives to deliver an experience that is even better than the quality of their product. To that end, the family-run company still manages much of its operations in-house, with its own photo studio, photographers, writers, and web developers.
When it came to digital advertising, however, Van den Assem looked for experts to help them maximize profits, while minimizing the strain on their own, busy in-house team.
Van den Assem had been running conversion campaigns with another provider but were interested in seeing what Criteo could offer. To find out, Van den Assem ran a head-to-head (H2H) test of its current conversion solution and Criteo. The results clearly showed that Criteo outperformed the competitor.
Based on the H2H results, Van den Assem chose to move forward with Criteo alone. Since then, the continuous quarter over quarter growth driven by Criteo has made it one of Van den Assem’s key partners, and a critical tactic for hitting revenue targets.
As a family-run organization, finding ways to save time and resources is an ongoing priority. In search of more efficiency and fewer manual tasks, Van den Assem added Criteo’s automated bidding tool to its conversion campaigns.
Optimizing campaigns can be a manual, time consuming process. In order to consistently hit KPIs, Cost Per Clicks (CPCs) need to be constantly adjusted. With the automated bidding feature, AI technology automatically makes the campaign adjustments, while ensuring a consistent Cost of Sale (COS). It removed any uncertainty about setting the right bid at the right time based on market factors. It also delivered maximum performance and visibility during sales periods on the weekends, which otherwise would have required an employee to manage.
With automated bidding, Van den Assem could quickly and easily scale up for busy periods (like Black Friday) or down for slower periods, while maintaining a stable ROI. The automation saves the brand hours of management that would have required a full-time employee and gives them more time to brainstorm seasonal strategies.
The results of Criteo’s conversion campaigns have been so strong, with the automated bidding tool surpassing revenue targets every month, that Van den Assem has shifted more budget to the channel.
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