Watch this space: Retail, Retargeting & ROI

Watch this space:

Retail, Retargeting and ROI

www.redhotpenny.com Marketing Week Live 2015 #RHPxAdRoll www.adroll.co.uk

Carl Brooks

Senior Search Manager, Red Hot Penny


• Creative Digital Agency

• Team of 30 digital specialists based in Berkshire

• Specialise in digital marketing, ecommerce, creative design, consultancy, technology solutions and logistics

• We create a complete end-to-end solution for our clients

• Part of the SEKO Logistics family –

• Multi award-winning global logistics operation

• 120 offices in 40 countries

• £200 million turnover

RED HOT PENNY


CLIENTS


Ross O’Connor

Senior Agency Lead, AdRoll


The Global Leader in Retargeting

#1 in Marketing &

Advertising 2012

America’s Most

Promising Companies

Fastest Growing Private

Company

#3 in Marketing &

Advertising 2013

The Global Leader in Retargeting


Our Mission: Leverage your first party data to optimise and drive high

performance campaigns



Some examples of industry and types of goals you can setINDUSTRY GOAL BEHAVIOUR STRATEGY

Retail Increase Sales Placed item in cart &

abandoned

Display specific product and

offer

B2B Increase Lead Gen Browsed a solution, didn’t fill in

lead form

Promote a downloadable white

paper to drive email capture

Travel Increase Bookings Purchased flight without hotel Hotel discounts for location

Gaming Convert freemium users Engages frequently but yet to

purchase

Target offers to upgrade to paid

Entertainment Promote event registration Previously attended a similar

event

Target ads encouraging

registration for the event

Finance Cross-sell products Previously purchased a

financial product

Promote a complementary

service


Larsson & Jennings are a young and vibrant brand in

the watch retail industry with British and Swedish

history, they synergise British aesthetic with Swedish

minimalistic design to create contemporary, modern

watches for both Men and Women.

Objectives:

● Increase traffic

● 10x ROI

● 20% YoY revenue increase


WHY RETARGETING?

● Avg conversion rate 1.1% for 2014. Potentially

losing 98.9% of traffic

● Good brand following so re-engaging should be

simpler

● Majority of users are socially active so we can

utilise retargeting on social platforms


WHAT WE DID

● Brand only campaign resulted

in a ROI of 11x and contributed

to 3% of their sales in the first

3 weeks

● Abandoned basket campaign

produced 14x ROI

● Collection specific campaigns

generated ROI of 9.8x

● Country specific targeting improved

overall ROI to 15.9x

○ America - 17x

○ Australia - 15x

○ Sweden - 17x

○ France - 23x

○ Germany - 13x

○ Italy - 18x


CYBER MONDAY & Q4 RESULTS

● Cyber Monday campaign produced an overall ROI of over

200x

○ Contributed to 15% of all sales on Cyber Monday

● December generated a ROI 30x (not including Cyber

Monday)

○ Contributed to 15% of all sales for December


● Q4 results drove a 20x ROI

● Q4 increase of 83% in revenue YOY

● Still seeing increased growth

in 2015

● Retargeting now contributes

to 22% of sales

OVERALL RESULTS

● ROI: 20x on average

● Reduced CPA by 15%

● Revenue: 83% YoY Increase for Q4 2014


WHAT ELSE CAN WE DO?

AdRoll Prospecting:

● Identify new audiences and potential customers on

AdRoll’s Intent Graph

● Customer segment with new website visitors is

created


AdRoll Dynamic Ads:

Link Larsson & Jennings Product Feed with AdRoll to

serve Dynamic Ads

Target campaigns for mid and high intent segments

Thank you for listening!

Win this

Larsson & Jennings

watch!

Stand MD30


Documents

Watch this space: Retail, Retargeting & ROI