London, UK, 18th December 2012: BrandAlley, the leading French online shopping club and outlet, has today announced a record return on investment after their digital advertising campaign was optimised by global demand-side platform, Sociomantic Labs, in conjunction with leading real-time analytics company, Eulerian Technologies.
The campaign has delivered exceptional results year-on-year including a four-fold increase in sales volume and CRM profiles matched, and a two-fold rise in new customers.
The initiative began as a collaboration with BrandAlley’s analytics and tag management partner, Eulerian Technologies, and was designed to integrate customer purchase histories into BrandAlley’s RTB campaign. With a view to focus investments on new customers and reigniting interest from those who had not purchased for 12 months, the project has enabled optimisation of RTB strategy based on real-time customer segmentation, significantly increasing ROI.
Specifically, the collaboration enabled BrandAlley to utilise Eulerian Technologies’ tag management solution to transmit customer data to Sociomantic in real-time. The innovative methodology was used to identify approximately four-fifths (80%) of website visitors as existing customers, and segment these customers based on the recency of their last purchase. This enabled Sociomantic to refine their bidding algorithms in order to increase BrandAlley’s investment for new customers and for the most valuable existing customers. It also meant that Sociomantic could better customise the ad creatives shown to existing customers using the CRM data passed from Eulerian Technologies.
As a result, sales volume increased four-fold and the number of new customers generated doubled year-over-year. BrandAlley was able to maximise their budget efficiency and retarget advertising with as little implementation and costs as possible.
BrandAlley’s Marketing Director, Sebastian Robles, commented on the campaign: “Thanks to a shared focus on real-time bidding technologies and the granular application of our first-party user data, this co-operation between Sociomantic and Eulerian Technologies has resulted in a significant lift in ROI compared to our initial retargeting strategy.”
Gavin Wilson, Managing Director UK from Sociomantic, commented: “Real-time segmentation has allowed companies such as BrandAlley to refine their retargeting strategy and increase sales from both new and existing customers. We’re delighted to have helped BrandAlley match existing customers to their purchase history, as well as personalising adverts and maximising budget efficiency.”
Launched in June 2005, BrandAlley is France’s number one online store for current and previous collections.
It is one of the third-largest private sales websites and is one of the 20 most visited websites thanks to 4.5 million unique visitors per month and 7 million members. This fashion concept is unique in France, offering on one website the current collections of some of the most famous brands as well as previous collections offered through private sales or the Outlet catalogue. BrandAlley launched “Le Lab” in early 2011, a community platform involving members by launching young fashion designers.
BrandAlley is chaired by Antoine Leloup and is supported by Banexi, A Plus Finance, CDC Entreprises and News Corporation, and has raised a total of €27 million to support its growth.
Sociomantic Labs is the global demand-side platform (DSP) delivering real-time bidding solutions for eCommerce advertisers around the world.
The Sociomantic DSP helps marketers drive incremental sales and grow customer lifetime value using today’s most advanced display advertising techniques. Real-time bidding, stream-based data management, dynamic ad personalisation, and real-time reporting technologies allow Sociomantic’s clients to reach new and existing customers alike with individually priced and personalised display ads. All of these real-time technologies work together to deliver unmatched display performance on a global scale, with best-in-class services delivered from nine offices worldwide.
About Eulerian Technologies
Eulerian Technologies is the French leader for real time analysis and optimisation of e-marketing operations.
Holding its own technical architecture, this independent company became an important player on its market thanks to its innovative solutions and its enduring collaboration with well-known e-commerce websites, such as: Darty, 3 Suisses, Sarenza, BrandAlley, CCB (L’Oréal), Go Voyages (Odigeo), Look Voyages, TGV Europe (SNCF), Voyage Privé Group, Canal +, Rue du Commerce (Altarea Cogedim), Fortuneo bank, Galeries Lafayette, and more.
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