Engagement-based retargeting brings shoppers back to Smyths Toy Superstores

3 years
    Press Release

According to Experian, over one billion pounds worth of online shopping transactions were abandoned in 2011. To combat this industry-wide trend, Smyths Toy Superstores has invested in a dynamic retargeting programme with Rakuten MediaForge to bring shoppers back to their websites and baskets. After just three months Smyth’s Toy Superstores has already seen a 76 per cent increase in revenue from shoppers who had previously abandoned the site.

Site retargeting is a growing standard for multi-channel digital marketing programmes. By running its retargeting campaign through Rakuten MediaForge, Smyths Toy Superstores accomplished something more than showing ads to consumers who left their site without purchasing. They successfully extended the shopping experience through Rakuten MediaForge’s innovative ad technology that creates a shopable ad with customised content for each consumer.

This technology proved particularly valuable during that critical golden quarter in the run up to Christmas. Shoppers attracted back to store through Rakuten MediaForge retargeting were spending 5% more than returning abandoners who were not exposed to retargeting, highlighting the value of the more personalised dynamic advertising provided by Rakuten MediaForge for increasing the value of sales.

Dryden Geary, Marketing Manager at Smyths Toy Superstores commented: “Rakuten MediaForge’s unique engagement display platform allows us to prospect, nurture and engage with our customers online. The return on investment spoke for itself, for every £1 spent on retargeting Smyths Toy Superstores generated £37 worth of business. Site abandonment is a huge online retail challenge and using Rakuten MediaForge’s technology we were able to deliver a more personal shopping experience thanks to dynamic features such as in-ad search and social media, which successfully brought shoppers back to our brand.”

During the fourth quarter of 2012, eight per cent of all shoppers targeted by Smyths Toy Superstores with this programme engaged with the dynamic ads.

Tony Zito, CEO at Rakuten MediaForge commented: “The sales cycle doesn’t have to end when a shopper abandons an e-commerce site. As people shop around more and compare prices and products, it’s important to make sure your brand remains front-of-mind with consumers. Brands are telling us that they’re being asked to make marketing budgets go further and achieve more, and we can help achieve that as the CPA model delivers clear and positive return on investment.”

Mark Haviland, MD of Rakuten LinkShare commented: “Rakuten MediaForge has been a powerful addition to our portfolio of online marketing services and our ability to exceed the ROI targets for the Smyths Toy Superstores campaign is just one example of how consumer-engagement is often a preferred measure of success compared to clicks or impressions.

We are fundamentally changing the way brands and retailers implement and pay for retargeting in order to help them confidently achieve a better return on ad spend while also working with them every step of the way to reach their unique objectives.”