How MUST’IT maximized full-funnel marketing performance
If you’re in search of quality footwear in Turkey, you’re most likely to land at Flo Retailing. Affordable prices, high satisfaction rates, and their own private brands have helped Flo Retailing become the biggest shoe retailer in Turkey. But they don’t plan to stop there and have set their sights on being a leader on the world stage, as well.
To fuel their expansion, the company is building its website into a full-fledged marketplace and is focusing heavily on digital advertising to drive growth.
Flo Retailing partnered with Criteo on web traffic and conversion campaigns to build a cost-effective, high-quality customer base.
According to Tugay Atak, Flo Retailing’s Executive of Performance campaigns, cost per visit was a key metric for them. “Driving traffic to the website through other campaigns can lead to high visit costs. We wanted to attract traffic with low visit costs.”
Flo Retailing used Criteo’s web traffic solution to acquire high quality traffic, which it then used to feed its lower funnel conversion campaigns. KPIs were low visit cost and assisted revenue and according to Atak, post-click ROAS, CPV, and CPM were all better than expected.
With Criteo’s flexible audience targeting options, Flo Retailing was also able to use its valuable offline data in its digital campaigns. “The feature I like the most is we are able to upload and use the desired audience and we can see the match rate instantly,” says Atak.
“With this campaign, new user acquisition and long-term returns of these users have been satisfactory,” says Atak. “I can say that it is a successful campaign type in order to grow the low funnel audience.”
When asked about the future, Atak is eager to add more Criteo solutions to his toolkit. “We’ve started with retargeting but we are eager to use new products like app install. In the future we would also like to use Retail Media after marketplace integration.”
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