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Customer Audience: Segment to Acquire and Retain

Published on by Sabine Roy - updated on - Actualité

The objective of this one-to-one Monaco conference is to explain why the company Criteo, leader of the retargeting, speaks now of animation of audience. This company worked with La Redoute to segment the audience and thus support its marketing objectives.

An example of audience segments with La Redoute: how to acquire and retain customers?

What is Criteo's vision?

 

Criteo is a French company created 12 years ago. It carries in its DNA the use of artificial intelligence and the setting up of retargeting for retailers. His goal today is to know how to work the "open Internet".

In fact, Internet users spend half of their time online in closed environments, such as Google or Facebook. The other half is devoted to browsing sites advertisers or publishers of content: this is called the open Internet. Criteo's goal is to present itself as a complementary alternative to closed ecosystem, as the open Internet offers many opportunities to interact with customers and prospects.

It is important for this to exploit the data in order to understand the shoppers, their interests, their intentions, even their purchases. Criteo has set up a Shopper Graph to collect cross-device data. This allows finding about 9 out of 10 people on the web, a very high correspondence rate of 90%.

Until now, Criteo has been focusing on the ability to engage a customer or prospect with a recent intention. The goal was to return to the site to convert into a purchase: this is called retargeting.

The brand now offers to follow the shopping journey much further upstream. The shopper is followed throughout his relationship with the brand. In other words, between the moment when the presence of the brand comes to mind (notoriety), and when it considers it as a possible option to make a purchase (consideration), until the conversion and loyalty.

Criteo defines "pools" of audience, segments of customers having expressed an intention for one category of product or another. The brand currently has 140 product categories for which a pool of intentionalists is available to its customers. The aim is to animate the countryside and to feed new traffic.

But the reputation of a brand and the consideration of its customers are not enough to bring them to an e-commerce site. Criteo therefore uses a similar audience by searching on the web for shoppers who have behaviors similar to that of the customer.

What were the goal changes at La Redoute?

 

La Redoute has 10 million customers in France and abroad. Nearly 90% of its turnover is achieved online and the site has 9 million unique visitors per month. The mobile audience is 60%.

The brand now counts on its alliance with Galeries Lafayette, effective since 2018. Indeed, it has the challenge of becoming more "phygitale", not only through the opening of a network of stores in own, but also thanks to this commercial alliance.

In 2019, the brand's challenges also include repositioning itself on ready-to-wear, and accelerating development in France and internationally. Data, meanwhile, extends to all operational levels of La Redoute, whether logistics, building the product offering, or customer relationship.

The challenges of marketing are to develop profitable traffic, in a context of increasing competitive intensity. The Internet is now mature, and the brand is entering a phase of customer loyalty. It also works with a strong mobile audience, and tends to personalize the customer experience and loyalty through the "La Redoute et moi" program. The development of its own application also aims at the establishment of a La Redoute ecosystem in order to avoid being too dependent on closed ecosystems.

Some use cases

 

A number of campaigns have been activated in conjunction with Criteo, which has adapted to the needs of La Redoute. Each of these campaigns has a specific target and exclusive customer targets. These targets and campaigns feed on each other, with a great deal of diversity going beyond retargeting.

The Criteo solution makes it possible, for example, to search for "affinity" Internet users on publisher sites. This is the ability to find, on the open Internet, a target with an interest in La Redoute and redirect it to the right product.

Out of 100 people identified as pure prospects and exposed to a banner, up to 6 of them will have clicked on this banner. About 0.15% will eventually buy. These are people who probably would not have come to La Redoute because they showed no interest in the sign. This audience feeds new traffic, because if the conversion didn’t take place at the first visit, it is possible to adapt a new retargeting campaign.

Unconverted clickers due to an unsuitable message are the subject of a second campaign based on data aggregation, which this time can result in almost 1.57% of buyers.

In other words, out of 100 people exposed, the Criteo solution can lead to about 1.90% of buyers, a very interesting figure if we consider that it’s first-time buyers. It is then possible to re-engage them, to offer them a loyalty program to make them regular buyers and loyal customers.

For Marie Ferry (Criteo), Criteo's "diversification logic" accompanies each one of you to be able to animate this exceptional audience who spends half of their time on the open Internet, for which we can work a commitment and a re-engagement. to your site or brand."

Speakers: Marie FERRY, CRITEO et Mathieu COUILLAUD, LA REDOUTE

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