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E COMMERCE Marketing Case Studies

E COMMERCE MARKETING CASE STUDIES

Marketing your eCommerce business is tough, but with patience and practice you can make it work.Marketing eCommerce businesses online makes things difficult since there’s no storefront where people come walking into just as soon walk back out again after seeing how cool everything looks. It takes time and effort from both parties – customer-side and seller-side – before any actual transaction occurs thanks. Want to learn how Viralify’s eCommerce marketing has helped other businesses? Check out our case studies.

Noon

Ecommerce marketing case study

Summary

Noon was founded in 2015 with the goal of becoming a premier fashion ecommerce store for people living and working in the United Arab Emirates. The company wanted to sharpen their campaign plans by finding smarter ways to target their audience and allocate budgets, but they didn’t know what tools would produce better results.

CHALLENGE

• Better understanding of the impact of mobile activity
• The ability to adjust and shift budgets where investable ROI is highest
• Discover which channels have the most ROI potential

SOLUTION

In the last year, converting to mobile has become a huge priority for eCommerce companies. In order to better understand their investment in this area, Viralify’s team of digital marketing experts studied how many conversions were coming from mobile channels and found out that 16% of them did come through a device like an iPad or iPhone. By being able to pinpoint those numbers precisely, we were able to figure out where else they may be investing time and money when looking at customer acquisition costs versus conversion rates on different platforms.

By the end of the campaign, we discovered that around 38% of all conversions included some sort of interaction with their ads on tablets/smartphones during the purchase path which helped boost sales by 29%. Altogether these changes led to 60% increase in sales attributed directly back into mobile advertising.

Results

Instead of just using traditional cookies as measurements, Noon now uses data from “people-based measurement” (PBM) technologies which provides much deeper insights about customers’ paths through purchase pages on web sites – it even identifies return shoppers!

  • Greater understanding of the impact of Mobile activity
  • Awareness of disoriented channel investments and ability to make smart adjustments
  • 29% increase in overall sales
  • 60% uplift in sales from mobile channels
  • 38% of all conversions from mobile advertisements and relative interactions
  • 16% of conversions on mobile platforms

“Mobile has become a key driver in the success of our business. By better understanding customer engagement on mobile and fully comprehending which channels we are overinvested in, we are now able to make smart adjustments that led to an increase of 29% sales attribution.”

Ahmed Al Ameri, Merchandising Manager, Noon.com

CBA Romania

E COMMERCE Marketing Case Studies

Summary

CBA is a supermarket chain in Hungary with almost 5200 stores. It operates in Bulgaria, Lithuania, Czech Republic Croatia and more countries around the world.

Challenge

CBA wanted to explore how Facebook can help get customers visit their physical stores in Romania without having to travel long distances.

Solution

DBA was keen to see how Facebook’s store visits ad objective could help drive people into its physical stores. Viralify created a series of campaigns featuring popular products and key offers that would appeal to existing and potential customers, while creating high levels of engagement with the audience in order for them not only browse through their social media but also visit one or more DBA locations We utilized the store visits ad objective and retargeting campaigns in order to do so.

Results

The store visits ad campaign helped DBA increase in-store sales. The results of the campaign were:45,000 store visits 7.8% of people who saw an ad visited a store 15% of people who visited the stores after seeing a Facebook ads made return visit withing week.”The Campaign resulted in” 45,000 “Store Visits”, which is about 1 out every 60 won over by their advertising efforts!

Pandora

E COMMERCE Marketing Case Studies

Summary

Founded in Denmark, Pandora is a hugely successful jewellery brand known for its beautiful charms and bracelets. Packaged with style and sophistication, the company’s products are sold both online as well as at various retailers around the world.

CHALLENGE

Test results from Pandora’s in House marketing team in Germany showed that the company’s in-stream video ads were garnering a higher view rate than its Facebook News Feed videos. However, this wasn’t translating to more conversions or interaction time with the brand on eCommerce platforms like Amazon and eBay compared to other methods of advertising.

Pandora wanted to test whether an ad campaign using videos would have the same impact for their business as it did when they used photos from various brands’ social media channels instead (of course). Doing so also allowed them learn how frequency affected their campaigns.

Pandora further wanted to use high-quality videos to generate positive sentiment amongst German audiences during the Christmas shopping period, and relied on Facebook automatic placement to increase video view rates for their campaign.

SOLUTION

Viralify started the experiment by creating two types of video content: one played during streaming sessions while viewing another user’s profile/video – these are called “in-stream” ads; and those playing within the newsfeed. We used Facebook’s automatic placement options to create a Christmas video ad series that lifted online sales by over 60%. In this time of excess and indulgence, it is important for brands to find ways in which they can give back. And what better way than through the personal connection between friends on social media? We further created an animated short film set at Santa’s workshop where Elf Buddy tells his story while making some festive gifts with help from his animal pals before he takes off into town.

To measure the effectiveness of its Facebook ads, we chose a Germany-wide campaign that ran on TV, print and other media. To be effective for mobile users, we adapted their TV ad which was cut down from 30 seconds in length to 15 seconds and reformatted into 16:9 rectangle or 1:1 square ratio with auto play enabled so people could watch without lifting a finger.

Results

  • 10-point increment in brand index
  • 61% increment in purchases
  • 42% increment in buyers

UnderArmour

E COMMERCE Marketing Case Studies

Summary

Under Armour launched in 1996 and reached a net turnover of $5 billion by 2016, making it the world’s third largest sports performance brand. Ecommerce plays an important role for Under Armor, with Lauren Geenen stating that over 16000 items are available on Google Shopping alone!

Challenge

Under Armour wanted to show up for searches not only on branded terms but also more generic ones. This would give them the chance to reach a broader audience and increase their sales potential in Google Shopping ads, so they launched an optimization campaign with improved bidding strategies that better handled both types of queries.

Solution

Viralify organized a Shopping Lab event to improve campaign structure by taking into account search intent from consumers on ecommerce websites with menu structures that are difficult or impossible to navigate. The main outcome was an improved strategy separating branded traffic from generic traffic through intelligent use of campaign priorities and funneling Google searches leading towards specific pages rather than just targeting top level domain names as they currently do under previous campaigns without success rates exceeding 20%.

We then decided to split out bestsellers per category, based on information and forecasts from the Under Armour demand planning team. This approach was a departure from the standard Google Shopping optimisation strategy, whereby bids are determined by only their past performance. The bestseller is an item that has been identified through predictive insights coming directly from our business partners

We took it even further with this new strategy for bidding in order to optimize results- we’ve now broken down each product into categories! It’s very different than what most people do when they bid on products: instead of using previous data about how well items have sold historically as your metric (which would be typical), you’re going off of predictions made specifically by our forecasting team!

Results

  • 99.5% impression share on branded terms
  • Cost reduction by 20%
  • Boosted sales by 20%
  • Increased Return on ad spend by 88%

The Shopping Lab insights about search terms and bidding strategy were put to the test on Under Armour’s Dutch website. Within a month and with our improved funnelling of searches for branded items as well as an updated bid optimization strategy, it was clear that both the number of impressions secured and their value had increased dramatically – 99.5% share (nearly complete) in possible impressions across all brands!

Bensons for Beds

E COMMERCE Marketing Case Studies

Summary

Bensons for Beds is a multi-channel retailer, which means they sell their products online as well. However, in the past it was hard to measure just how much of an impact digital marketing had on offline sales because there were no clear indicators that could tell them about those impacts; but now with some new technology installed and the help of IBM Watson over at Wunderman Digital, all these questions can be answered!

Despite being one of Britain’s most popular beds and bedroom retailers who invest heavily in retail stores across England & Wales – such as John Lewis Partnership or DFS Furniture Ltd., among others – since its inception almost thirty years ago (in 1989), up until recently didn’t have any way to accurately calculate return on digital ad spends.

Bensons for Beds wanted to change the traditional retail business model. They would have stores and ecommerce cooperate on a new strategy that benefited both of them, changing their mindset from competitors to collaborators in order to drive footfall and sales.

Viralify adopted Google measurement solutions to help change the mindset and better understand their digital marketing investment. They first activated Store Visit reporting in their AdWords account, which allowed them to produce valuable new data on how people interact with Viral’s products. With this information , we made improvements in future campaigns by understanding what consumers are engaging with most or enjoying the least.

We wanted to get a better understanding of how our online marketing was affecting offline sales, and what the customer impact on store visits might be. In order for this information to make sense though, we had to figure out where they were visiting us from first – because there are plenty of ways people can find retail stores these days (search engines like Google or direct navigation). So when it comes down to assigning metrics that will help with future decisions around advertising budgets as well as allocation strategies in general?
“Store Visits gave us the tools.”

Bensons for Beds is using Google’s beacons to better understand customer behaviour. The company will now know when customers visit their stores and which products they are interested in, giving them insights on how best to improve the shopping experience.

Bensons for Beds partnered with Google so that it can increase confidence in its Store Visit data by installing Bluetooth Low Energy (BLE) Beacons into all of its 123 retail locations across the country. These devices provide highly precise location signals enabling the retailer to get a clearer understanding of where people go within store premises – providing insight on what customers want from an online or physical purchase experience.

Need to know more about our eCommerce marketing strategies?

Viralify is an innovative platform that helps e-commerce businesses drive more sales and traction. The company offers a suite of tools, including reactive content creation services for dynamic products to help shoppers find the pieces they want faster than ever before. We also offer assistance with designing social media campaigns on Facebook Messenger chatbots as well as re targeting advertising across multiple channels such as Google search ads, YouTube video marketing, Instagram story posting features and Snapchat filters in order to reach the right consumer at precisely the moment when their purchase decision has been made but not yet executed by visiting one of your online stores.