An optimized retail media strategy for American Crafts led to success on Michaels.com
Würth Italia is part of the Würth Group, a global market leader in the distribution of products and systems for assembly and fastening. It has over 130,000 products in its range, including small metal and plastic parts, electric and pneumatic hand tools, chemical products, personal protection equipment, storage systems, and workshop equipment.
In Italy, Würth has grown exponentially and is a key partner to 240,000 professionals in the automotive, craftsmanship, construction, and manufacturing industries. Its physical presence is strong, with three Logistics Centers, and an ever-growing number of Trade Stores (currently over 160 in Italy). With 3,500 collaborators, around 2,500 of whom are Technical Sales Consultants, Würth offers ongoing reliable, professional, and knowledgeable support.
With its physical presence well established and thriving, Würth Italia decided to focus more heavily on its digital channels to continue to expand its business.
Würth Italia’s target audience is a range of professionals, from individual craftsmen to large manufacturing companies, across several different industries. With such a wide variety of users, delivering a personalized, optimized experience for each one is a daily challenge.
To help optimize the experience and convert more website visitors into customers, Würth Italia partnered with Criteo after several colleagues had recommended their services.
With Criteo’s web conversion solution, Würth Italia could see the browsing behavior and intent signals of visitors on the company’s website and better understand their preferences as they explored the open internet. They used that data combined with Criteo’s advanced AI to deliver personalized, dynamic ads showing right products at the right moment, trying to bring them back to buy.
“Our daily challenge is optimizing each step of our users’ customer journeys. Thus, Criteo is the perfect partner, and supports us in catching the attention of users that already know us and have visited our site before, driving them finally to conversion.”
–Alberto Palchetti, SEM & Display Advertising Team Leader
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