An optimized retail media strategy for American Crafts led to success on Michaels.com
Micromania has been delivering entertainment to consumers through video games since 1983. Historically, a significant amount of their sales occurred in their store locations. However, they were forced to close their doors as a result of the COVID-19 pandemic, and looked for opportunities to supplement the lost revenue from stores and drive more consumers to their ecommerce site.
That’s why they partnered with Criteo to focus on omnichannel advertising campaigns.
As a long-time and trusted partner, Criteo was able to help Micromania grow its ecommerce business using store data which included anonymized customer and purchase details. Micromania previously shared this data with Criteo for targeting and optimization towards offline outcomes.
Matching offline identities and purchase behaviors from their store transaction data with online identities in the Criteo Shopper Graph, Micromania quickly understood their business was at tremendous risk if they didn’t act quickly.
This risk was due to the fact that more than half of consumers reached from their store transaction data hadn’t visited their ecommerce site in the past 13 months. These customers were also 11x more likely to visit one of the Micromania’s competitor sites and 37x more likely to make a purchase from a competitor’s site.
Micromania took immediate action and activated a Store-to-Web campaign to keep these valuable customers engaged and loyal until their stores could re-open. As a result, the three-month campaign converted store customers into online customers and also improved Micromania’s total marketing investment.
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