An optimized retail media strategy for American Crafts led to success on Michaels.com
With people spending more time at home, La Maison Convertible’s mission of providing stylish furniture that also optimizes living space is more important than ever. Founded in 1980, the French, family business has evolved along with their customer base, helping people create beautiful and efficient homes.
While they originally focused on selling convertible sofa beds, La Maison Convertible now also offers products such as bed wardrobes, coffee tables that transform into full dining tables, and more. Their furniture is fully customizable from 500 different colors and materials. With 55 stores across France, they continue to expand into major cities across Europe.
The majority of La Maison Convertible’s sales occur in store, but customers often do research on their website before scheduling an in-person viewing. That’s why La Maison Convertible offers virtual tours and provides an app that show consumers what a specific piece would look like in their homes.
La Maison Convertible originally partnered with Criteo to diversify their advertising strategy and expand their footprint outside of search and social walled gardens. After achieving positive results with a lower-funnel retargeting campaign, they expanded their advertising to the upper-funnel to engage with new customers.
Reuel Mizrah, CEO of La Maison Convertible, says “Our goal is to drive people to our website, so that we can show them we are the leader in this space. From there, we work on driving them to the store, where the average basket is two times higher.”
To increase website visitors, La Maison Convertible used Criteo to reach new audiences who were in market for high-end furniture and decor. They did this by using Criteo’s exclusive shopping data, where they built their target audience using granular product categories, pricing ranges, brand interests, gender, and purchasing power filters. La Maison Convertible engaged these audiences with dynamic banners showing personalized items from their product catalogue.
The acquisition campaign not only maintained a low cost per visit and bounce rate, but also resulted in driving new traffic, representing more than 15% of the global audiences on La Maison Convertible’s site.
“Criteo is a leader in their core business, which is performance retargeting,” Reuel says. “They have been doing this for years, and they are simply better than everyone else in the market.”
“They have also been successful in reinventing themselves, responding to the continual shift in the advertising industry. They now provide more solutions than before which have helped us respond to our objective: drive more traffic to the website while keeping omnichannel at the core of our business.”
–Reuel Mizrah, CEO of La Maison Convertible
La Maison Convertible and Criteo continue to evolve their partnership to implement a true omnichannel, full-funnel solution to reach new customers, educate them on specific products, and drive them to make in-store purchases.
Reuel’s advice to other marketers looking to engage with new customers? “A lot of companies our size have decided to work only with Walled Gardens… But if you decide to test a partner like Criteo for a couple of months, you will see that the results will be good. In our case, we have seen that working with Criteo is worthwhile.”
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