Seasonal retailers-- extra incentives
Tip: Often visitors to your websites are simply comparison shopping, and have no intention of making an immediate purchase decision. Offering second and third chances to buy -- particularly when you pile on extra incentives -- can increase overall sales. And it’s sensible to offer these extra incentives because you’re not reaching out to the general public; you know these prospects are already interested.
Mother's Day is a major opportunity for seasonal retailers, which is why a major flower retailer wanted to find a way to drive more customers to its website in time for that occasion. Because flowers are a relatively low-ticket item, the Cost Per Acquisition (CPA) had to be tiny, dictating a campaign that would be extremely precise but with a broad reach.
The selected approach was to retarget previous visitors to the retailer's website, banking on the likely assumption that visitors came there because they were considering a specific purchase of flowers. The retailer used the 24/7 Real Media network to retarget everyone who had visited its own site during the two weeks prior to Mother's day. Whenever they visited another site within the 24/7 Web Alliance network, those users were served a specific banner from a mix of 120x600, 160x600, 300x250, 468x60 and 728x90 ads.
Compared with the advertiser's average conversion rate, this retargeting campaign resulted in a 270 percent increase and also lowered its CPA by 50 percent (from an already aggressive goal).
