An optimized retail media strategy for American Crafts led to success on Michaels.com
Polish digital marketing agency They.pl specializes in performance marketing, communications, online advertising, and e-commerce growth for both well-known world brands and start-ups. Celebrating their 10-year anniversary, They.pl supports brands across many categories including fashion, health and beauty, home and garden, and architecture.
They.pl is a longtime partner of Criteo — going strong for more than five years — and is the first agency in Poland to be certified as part of Criteo’s Partner Program, which helps channel partners grow and expand their customer base.
“The most important trend that prompted us to work with Criteo were the growing expectations of clients regarding efficiency, especially in sales,” says Mikołaj Salecki, Digital Media and Performance Marketing Director at They.pl. To meet the high bar set by their clients, They.pl worked with Criteo to generate the largest possible revenues and return on ad spend (ROAS) through conversion-focused digital advertising campaigns.
Many of They.pl’s clients run Criteo dynamic retargeting campaigns using advanced AI technology to generate revenue. One of their home and garden clients who specializes in architectural designs faced the challenges of having a relatively high average product price and a low volume of transactions, with a narrow number of potential customers.
To drive online purchases for this client, They.pl and Criteo leveraged ad formats with coupons to inform customers about promotions and secure delivery during COVID-19. For this campaign, Criteo became the second most effective paid channel for the client and provided about 7-10% of revenues from all (paid and organic) channels. It also achieved 10 times more transactions per month compared to dynamic retargeting carried out by other publishers.
When asked about the success achieved for their clients, Salecki says, “Definitely for most of our clients the biggest benefit was performance, efficiency, and revenue growth.”
Mikołaj Salecki cites coherent visual identity for display ads on premium publishers as being key to their clients’ success. “For many of our clients, we implemented dynamic retargeting campaigns with other partners, but they were not satisfactory. In all cases, Criteo’s results were better in terms of the number of transactions, conversion rate and traffic quality,” says Salecki.
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