Key Results
BACKGROUND
Bonmarché is a women’s fashion retailer that has been going for over 40 years and has a large following of loyal customers.
The team at Bonmarché knew it was time to breathe some new life into their online marketing, particularly search, which had become a bit stale. Found were hired to freshen it up, and fast.
CHALLENGE
Working on this campaign came with two big challenges:
Competition in UK retail, especially fashion, has been cut-throat in recent years. Online has fundamentally changed the rules of the game.
When it approached Found, Bonmarché’s online sales were heavily reliant on returning users; our research showed this was a declining group
OUR APPROACH
“The philosophy underlying all Found’s search and paid media activity is shaped by data science. We’re firm believers that you can only truly understand customers based on their actual, demonstrated behaviour. It’s an approach that delivers the strongest marketing results by a distance — facts beat fiction every time.”
SOCIAL SUPPORT
When it came to social, our priority was to re-engage users with a multi-format approach across channels. To achieve this, we used dynamic product and intent-level remarketing across Facebook.
FACEBOOK REMARKETING.
– Purchase behaviours (Last 7- 30 days) – Session duration (10 seconds – 2 minutes) – Product views and non-converters
DISPLAY SUPPORT
In the case of Display, we ran a data-led retargeting strategy: – Intent-level remarketing, matched to product category pages (session duration and page depth) – Dynamic product remarketing
Our research showed us that despite having a loyal, frequently purchasing, customer base, there is a significant portion of Bonmarché online customers that buy once never to return. Rather than see that as a negative, we saw it as a huge opportunity to improve the performance of the account.
The proposed strategy was all about putting the audience first when it came to search.
“Our favourite thing to do is smash targets – and that’s exactly what we did with Bonmarché. When we were set an ROI target of 205%, we were confident we could go well above our client’s expectations.”
RESULTS
The numbers speak for themselves:
When it came to analysing the campaign results, we had no doubt that we had smashed our given targets.
Through audience bidding, we also saw a 31% drop in non-brand CPCs YoY
Whilst we improved CTRs by 21% against the account average in 2017/18.
Whilst the use of intent-led display remarketing and targeted prospecting triggered a growth in assisted conversions of 429% YoY
”Since working with Found, we have seen a clear increase in ROI. As a trusted partner, they have played an important role in our significant online growth by persistently looking to drive great performance and working closely with the Bonmarché team.”
UP NEXT
CLIENT
Mission
The team at Bonmarché knew it was time to breathe some new life into their online marketing (particularly search) so Found were hired to freshen it up, and fast.
Read StoryResults
ROI INCREASE FROM PAID SEARCH YOY
results
YOY RISE IN NON-BRAND CR