Thomas Jeanjean - Managing Director Europe, Mid Market
WHAT DOES YOUR COMPANY DO?
Criteo delivers personalised performance marketing to clients across the world. The company enables marketers to dynamically retarget shoppers with personalised adverts after they have browsed a website without purchasing.
With an unmatched network of global publishers, Criteo makes sense of digital user behaviour - across any device - to deliver relevant, personalised ads that drive online sales.WHAT IS YOUR USP?
Digital advertising is highly appealing to marketers because of its ability to measure return on dollars spent. In the crowded ad tech market, what sets Criteo apart is the company’s focus on performance, and not impressions. Unlike the majority of its competitors, Criteo uses a transparent cost-per-click model, measuring value purely on post-click sales. At its core is the Criteo Engine which is made up of four parts: recommendation, prediction, creative optimisation and bidding. The engine uses customer behaviour analysis to gauge each customer’s purchasing intent before serving an advert showing specific products which they viewed or items from the same category. The advertising stops once a shopper clicks on the advert and returns to the retailer’s website or once the engine detects that there is no interest.
When it comes to delivering these highly relevant, personalised ads, Criteo’s extensive publisher relationships, the company has direct relationships with 16,000, and ad exchanges also means that it can swiftly reach an engaged and targeted audience. These relationships ensure that advertisers on the Criteo platform have access to the most sought after ad inventory with the world’s leading publishers.WHAT NEW FUNCTIONALITY DOES THE LATEST VERSION OF YOUR SYSTEM GIVE TO RETAILERS?
Today, nearly half of all ecommerce transactions take place on mobile and this figure is rising. Criteo has developed the leading performance marketing suite proven to boost sales online and particularly on mobile. Whether it’s engaging shoppers wherever they are online with premium-placed ads across desktop, mobile and social; mobile app integration; turning casual website visitors into buyers with dynamic email campaigns or delivering the most relevant offers to Facebook users, Criteo has the scale to identify and understand online shopper behaviour and serve the most relevant ads, optimised for each moment and device.WHO ARE YOUR CUSTOMERS?
Criteo’s customers range from the world’s largest retail and travel businesses to mid-sized and smaller brands. We work with brands like Bonmarché, Crew Clothing, Lakeland, Secret Escapes and Beaverbrooks just to name a few.WHAT DO YOU SEE AS THE CHALLENGES FOR RETAILERS OVER THE COMING YEAR?
Multiple device journeys is one of the major challenges, and opportunities, for retailers today. Today, shoppers expect a seamless experience even when they use multiple devices – laptops, smartphones, tablets etc – in a single purchasing journey. In fact, according to Criteo’s latest Mobile Commerce data (Q1 2016), four in ten UK ecommerce transactions now involve multiple devices along the path to purchase. As it gets more and more unusual for a shopper’s decision-making process to involve just one device and one online touch point, there’s a growing need for advertisers to have an effective cross-device strategy, pinpointing the advertising mix that works best for them.
Many marketers struggle to track and uniquely identify individual shoppers across devices and therefore can’t tailor their experience accordingly. Consumers view a brand’s websites, apps, and online ads as part of the same experience meaning that marketers need to implement an effective cross-device strategy to be able to meet customer expectations and to optimise their ROI on advertising. The key to cross-device success lies in a people-centric strategy. Brands need to activate their customer and device data to connect with people, not devices. Once they’ve done this, they need to ensure that there’s an attribution model in place that’s capable of measuring their return on investment accurately.WHAT ARE THE CHALLENGES FOR TECHNOLOGY PROVIDERS AND HOW ARE YOU PREPARED TO MEET THEM?
The main priority for retailers and technology companies is understanding shoppers across multiple devices. Success today is all about joining up the customer experience across platforms in a relevant and non-intrusive manner. The ability to track users across multiple devices is giving advertisers more insight than ever before into how consumers are engaging with their brand at every level. It’s up to technology providers to offer insight into this journey and show brands how they can capitalise on this insight. This is an exciting proposition for consumers too, who should be looking forward to personalised, relevant content, no matter what, or how many devices they’re using.CUSTOMER CASE STUDY
Footwear brand Clarks serves a broad customer mix with a very diverse portfolio of footwear options, so advertising the right shoe to the right customer at the right time is complex but essential. With Clarks shoes available from so many online stores, it’s vital for the brand to sustain a brand conversation with consumers and be top-of-mind when it comes time to purchase. These factors make dynamic performance display well suited to the company’s marketing strategy.
Working with Criteo’s advanced bidding technology has helped Clarks drive a significant increase in its online campaign performance. After launching Criteo’s enhanced engine, Clarks has seen an impressive 130% increase in conversion rates, and 44% uplift in sales.
Prior to implementing Criteo’s advanced bidding technology, the ecommerce marketing team at Clarks had been focused on direct response tactics such as paid search and affiliate marketing with modest efforts at performance marketing. They knew they could be doing more to ramp up the scale and efficiency of their performance display strategy so in 2013, Clarks partnered with Criteo to help cut out ineffective ad placements and ad formats and focus only on the users with the highest potential based on conversions, not just clicks.
Criteo campaigns have delivered both the sales results and return on ad spend the Clarks team was looking for, enabling them to capture more of the demand they drive via other channels.
Highly personalised ads offer product recommendations driven directly from site-data and inventory. Each customer sees the right shoes at the time when they are most likely to buy – whether it’s a pair they browsed on Clarks’ site or a pair they’ve never seen but might love.
With Criteo’s enhanced engine capabilities, Clarks can automatically determine which users are most likely to convert and focus bids on them, maximizing the impact and performance of their campaigns.
“The top three reasons we really value Criteo are scale, service and, of course, performance. They have exceeded our expectations in terms of both topline order volumes and return on ad spend,” says Kylie Beals, eCommerce Marketing Manager, Clarks.
Hear what Criteo had to say in their webinar here