• Over 800,000 products available
• 25 million unique visitors and more than six million customers per month

What: In April 2009, the retailer selected MyThings to manage and deliver the company’s behavioral retargeting ad campaigns throughout Europe

Results: A significant increase in conversion rates and a dramatic decrease in the cost of acquisition

The Need

As a leader in the competitive domain of consumer electronics, the retailer in question has long mastered the traditional forms of online advertising, with a compelling presence across the Web. However, as technology evolves, the company is well aware of the need to continuously expand and improve its advertising tactics. That’s why they decided to incorporate a behavioural retargeting module into the company’s overall advertising strategy.

After researching the various technologies, and comparing performance results, the retailer’s management selected MyThings Rich-Content Customized Retargeting as the company’s exclusive behavioral targeting platform throughout the 26 countries in which it operates.

The Solution

In April 2009, the retailer implemented the MyThings Rich-Content Customized Retargeting platform to manage and deliver the company’s behaviorally retargeted ad campaigns.

According to the client’s Marketing Director, “As an online retailer, we want to use the information available from site browsers, to improve our overall relevance to shoppers.”

MyThings Behavioral Retargeting tools dramatically increase the average lifetime value (LTV) of site visitors and optimize sales for online retailers by targeting the right user, with the right message, at the right time.

Based on proprietary algorithms developed in conjunction with analytics expert Nuconomy, MyThings Rich-Content Customized Retargeting is able to determine which products are of interest to site shoppers at different stages of the purchasing cycle. MyThings then tailors the ad message delivered to fit the consumer’s exact state of mind, significantly increasing the content’s relevance and impact.  

The Results

The results, as the online retail giant discovered, are an impressive increase in conversion rates and a dramatic decrease in the cost of acquisition.

While conversions were highest on the first day after exposure to a customized banner, a significant increase continued throughout a two week period. Over a fourteen day period, return conversions for non-targeted ads averaged .27%, whereas shoppers who saw the customized, retargeted ads had a return conversion rate of .91%. In other words, exposure to a targeted ad resulted in a more than three-fold increase in conversions.

The client’s Marketing Director confirms the positive results. “MyThings Rich-Content Customized Retargeting has proven an excellent addition to our overall advertising strategy. Once someone has seen a product on our site, we know that they are interested. Showing them carefully targeted ads at appropriate intervals, not only brings these shoppers back to our site, it also improves the consumer experience. Site visitors appreciate the personalized messages, including product specific sales and promotions, which help them in the shopping process.