Sears.com dynamic retargeting campaigns

Sears

In a challenging retail environment, Sears reached out to Billups Design to:

• Help drive revenue for sears.com
• Increase brand equity
• 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:

Phases 1 & 2: Building the foundation

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.

Design:

The results are impressive:

Performed better on all measures vs. control ads:

Phases 3 and beyond: Tapping into lifestyle and motivation

Discover:

Improve creative that taps into consumers' lifestyles and motivations at a category and product level (e.g. fashion forward apparel creative). Need to better keep consumers engaged throughout their journey so each touchpoint improves their brand experience and leads them to purchase and advocacy. Improve creative and site retargeting logic so messaging is sequential and relevancy is enhanced.

Design:

Success:

With this more evolved dynamic ad formula, we expect: