Case study : Promod

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.

• • 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

• • 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

• • 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

• • After an in-store purchase, onboarded customers can be served retargeted display adverts.
  • With better customer tracking, marketing activities see much higher conversion rates.