adlucent case study: fashion apparel
DESCRIPTION
A specialty clothing retailer found the ability to segment their consumers through Adlucent's DeepSearch™ technology, giving them the power to predict consumer's purchase intent. This allowed the retailer to successfully quantify their reach across their consumer base.TRANSCRIPT
Quantifying Customer ImpactThe retailer was able to see a clearer picture of how they were reaching different segments of their customer base. They determined that non-brand campaigns were generating proportionally more new customer sales than brand campaigns. This knowledge allowed them to run controlled tests for AOV and CPA standards per their different customer segment targets.
Additionally, the retailer was able to deduce what brands and products were attracting new customers, giving them the data needed to have very relevant inventory planning conversations with their merchandising team.
Need for a Customer LensPaid search has been a strong customer acquisition tool for one specialty clothing brand, but they did not have the ability to distinctly identify how many new customers they were attracting and which keywords, products and designers were drawing them in. They needed an additional lens to tie bid and ad performance to customer value and need, and then the product mix to convert them.
Mapping to Customer Segments
The apparel retailer worked with Adlucent to implement Customer Mapping, a tool that allows retailers to use paid search data to more thoroughly understand the intent behind customer purchases and adjust strategies quickly and accurately. By mapping their paid search performance to their custom customer segments, this retailer was able to receive reports detailing the keywords and categories driving the most converting new customers to their site, including brand vs. non-brand comparisons by customer segment. They could also visually analyze AOV differences and promotional responsiveness between customer segments.
C A S E S T U D Y : A P P A R E L R E T A I L E R
Top Apparel Retailer Focuses on Drivers of Customer Acquisition
CUSTOMER SEGMENTS, A POWERFUL PAID SEARCH LENS
Visit us online: adlucent.com Email us: [email protected]
GET STARTED WITH DATA DRIVEN ADVERTISING
“Adlucent’s Shopping Analytics offering allows us to test hypotheses for AOV and
CPA standards by customer segment. This helps us more confidently refine our paid
search and customer acquisition strategies, as well as improving merchandising,
inventory planning and other areas of the business.”
-- Director of Ecommerce & Marketing, Popular apparel retailer