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Littlewoods has seen a 200-300% uplift in conversions after deploying a digital campaign which combines its anonymous first party data with real-time retargeting technology, in what it says is the “most successful digital campaign” it has done to date.

The campaign, which ran over the Christmas period, leveraged data captured by Shop Direct Group, Littlewoods’ owner, over the past six months and optimised previous behavioural and purchase history information to provide the most relevant products or offers for that user.

Hundreds of different templates and sub-templates were used, which were selected in real-time based on the combined data, so if a user was searching in the fashion section a relevant fashion ad would be displayed.

James Balmain, Shop Direct Group’s head of e-commerce, said, “This combination has led to massively increased performance. That’s the groundbreaking bit and the results have been astounding. It’s probably the most successful digital campaign we have done in terms of return on investment off the back of a significant buy. It has really driven click through rates and conversions.

“We’ve used a raft of new technology to effectively put competition in the market and maximise our reach.”

Benny Arbel, myThings CEO, said it is the most advanced and complex first party retargeting campaign it has launched to date.

“By connecting to Littlewood’s first party data it opens up a whole new dimension that we didn’t have access to before,” said Arbel.

Shop Direct Group will now “without a doubt” consider this approach for display ads for its other brands, which include Very and Isme, following the trial with Littlewoods.

“I would be very surprised if the mix for 2012 doesn’t include this approach,” he said.

Balmain added, “Display has gone through a real journey compared to seven or eight years ago. It was misunderstood. The value of inventory has fallen off year-on-year. The real renaissance in the market place is now. Not just segmentation, but pre-targeting and retargeting.”


Published 5 January, 2012 by NMA Staff

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