Target Case Study

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Challenge

Traditional bricks and mortar retailer continuing to evolve their business to secure their leadership in the bourgeoning e-commerce retail market. Previous year’s results had been positive, but we needed to work the investment harder. We set out to:

  • Continue to improve effectiveness of existing campaigns, driving greater volume at a more positive return on ad spend (ROAS
  • Improve client stock keeping units (SKU) and data feed capabilities to further enhance efficiencies and leverage ecommerce opportunities

Solution

Our campaign execution needed to be razor sharp, connecting users’ search terms with the extensive Target product range.  Target’s SKU data management was fundamental for success, especially with the demands of running effective and efficient e-commerce marketing.

Our strategy was two-fold;

  • Identify the higher volume search categories through Google that relate to Target’s extensive product offering
  • Work with Target to produce effective SKU feeds and management for optimum e-commerce performance

Once live, the product feed would serve the most relevant product listings against the consumer query. Proprietary excel tools were developed to provide scalable solutions to manage Target’s growing SKU database on an ongoing basis. Kenshoo was utilised to optimise campaign KPI’s and maximise ROAS.

Performance

Results speak for themselves. YoY improvements and operational efficiencies exceeded expectations:

  • 240% increase in e-commerce sales revenue
  • 317% increase in e-commerce sales volume
  • Return on advertising spend (ROAS) 10:1
  • 36% lower cost per conversions