Sears Holiday 2011 dynamic retargeting campaigns

Sears Holiday 2011 dynamic retargeting campaigns

Sears

Discovery

In a challenging retail environment, Sears reached out to Billups Design to help drive revenue for sears.com, increase brand equity and save on production and trafficking costs using dynamic retargeted campaigns. To date Sears had not been able to get dynamic campaigns successfully working, so the stakes were high. Billups Design dug deep into consumer insights to design the right messages to each shopper and cart abandoner within the taxonomy of 17 categories and millions of products. It became clear that the best strategy was to break the campaign into phases.

Design

Billups Design created lower funnel dynamic campaigns for all sears.com categories with consumer retargeting on products browsed, placed in cart and/or purchased. Each consumer is delivered specific product messaging, offers and imagery.

Sears Holiday 2011 Image Sears Holiday 2011 Image Sears Holiday 2011 Image

Delivery

The 2011 holiday results were impressive:

  • Campaign creation and direction that delivered on Sears and Kmart brand promise
  • Reduced average Cost per Order by 82%
  • Over 1,000% ROI (that's not a typo and we're not joking)