Case study : Promod
“If a DMP solution costs 5% of your marketing budget, adopt it immediately!”
Yohan Smal,
Head of Acquisition,
Promod

Retail
Promod is a French womenswear brand that runs 11 e-commerce sites in Europe, in addition to a worldwide network of stores, including 350 in France.
While Promod looks to optimise its online/in-store customer intelligence to refine marketing pressure, many online views conclude with in-store purchases, which continue to represent 90% of sales.
CHALLENGE
How to link online and in-store data to adjust marketing pressure, reattribute marketing budgets and offer customers the best possible experience?
SOLUTION
Implement a DMP to optimise customer communication through data.
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- Higher conversion rates
- Smoother customer experience
- 30% increase in offline sales
- A powerful display advertising CRM
- Cost minimisation
- Optimisation of omni-channel media budgets
RESULTS
3 examples of projects made possible by the DMP:
TABLETS IN STORE
Voluntary entry of customer data to link in-store with online
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- Customers identify themselves by providing their email, loyalty card or, in the future, by smartphone.
- Sales advisors can better help customers through a deeper knowledge of the customer journey.
WEB RETARGETING
Hard to track in-store sales following an abandoned cart
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- Buying behaviour is analysed to facilitate up-selling and cross-selling through display advertising.
- The retargeting budget is redistributed to other campaigns that are more relevant for Promod’s objectives.
- The transfer of extra data to partners via the DMP is used to adjust and optimise bidding.
- Investments are optimised by looking at the impact of campaigns on offline revenues.
REVERSED RETARGETING
In-store identification of customer using loyalty card
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- After an in-store purchase, onboarded customers can be served retargeted display adverts.
- With better customer tracking, marketing activities see much higher conversion rates.