An optimized retail media strategy for American Crafts led to success on Michaels.com
Back-to-school sales are critical for many consumer electronics brands, requiring them to direct a great deal of effort and planning into generating promotional campaigns that cut through the competition and grab the attention of students who are preparing for the new school year with fresh gadgets. This laptop and tablet brand was no exception, and Best Buy Canada was a cornerstone of their plans.
Best Buy Canada’s Retail Marketing team developed a holistic marketing plan that took advantage of multiple advertising offerings – including their Back-to-School shopping guide and onsite display. Given that a key goal for the laptop and tablet brand was to boost product exposure and conversions on bestbuy.ca, Best Buy Canada teamed up with Criteo to take their retail media efforts further to the next level with sponsored ads
Best Buy Canada used Criteo’s Sponsored Products solutions to feature the laptop and tablet brands in native product ads across bestbuy.ca, especially in the high performing Search and Browse placements. This strategy ensured that the sponsored SKUs were featured prominently in results as high-intent shoppers researched the electronics that they needed for the upcoming school year. To ensure the most effective bidding strategy, the campaign heavily used Criteo’s Bid Optimizer tool, which kept ROAS (return on ad spend) high and spend low.
During the six-week time frame between late-July and mid-September (vs. the six weeks prior), the laptop and tablet brand saw their ROAS jump to 2,500%, an increase of 164%, thanks in part to a CPC (cost-per-click) decline of 67%. And perhaps most importantly, the laptop and tablet brand’s online sales rose 400% versus the prior period. Results like this should put them at the top of the class.
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