How MUST’IT maximized full-funnel marketing performance
Cyrillus, a fashion retailer in France, wanted to grow loyalty with their customers, but their inability to connect data from their physical stores and ecommerce site prevented them from reaching high-value shoppers with the best possible messaging.
Being a trusted partner to the retailer for nearly 10 years, Criteo helped Cyrillus grow loyalty through a powerful partnership with Advalo to bring customers back to their physical store. Advalo’s customer data platform leverages powerful artificial intelligence to glean insights that enable marketers to be more relevant and efficient, and to create lasting impact for their brand.
Through this partnership, Advalo provides Criteo a list of secure and anonymized email addresses, as well as IDs across products, transactions, and stores from offline buyers. Then, these in-store shoppers are matched to their privacy-protected online identities and behaviors in the Criteo Shopper Graph.
With this, Criteo set up a Store Conversion Campaign to reach customers who previously bought in stores with dynamic display ads, which included information about their favorite store and product recommendations based on their full shopping journey and local inventory. These highly relevant messages enticed customers to visit Cyrillus’s physical stores and make additional purchases.
During the 3-month campaign, 64% of in-store sales came from users known through Criteo’s network and 69% of post-click (in-store) sales were for a product in the same category as the one clicked on in a Criteo banner or seen on the website after a click in a Criteo banner. In total, the Store Conversion Campaign drove 1.4M€ sales both online and offline, increasing the total revenue of Cyrillus by 71%. This partnership allowed Cyrillus to deliver a seamless customer experience with relevant and personalized product recommendations based on browsing and sales occurring in all channels.
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