Objectives.
Bathstore is the UK’s largest bathroom retailer with a network of 173 showrooms nationwide. In order to hit their revenue and sales goals for the year, Bathstore realised they would have to increase the number of new prospects coming to their website. NMPi was tasked with creating an online display advertising strategy that would new customers in order to expand the audience remarketing list.
Strategy.
The first step was to make sure that we were only targeting new prospects. To accomplish this we excluded anyone cookied as having been on the Bathstore website and previously purchased an item.
We devised our online display strategy to focus on targeting top of the funnel and middle of the funnel consumers. The top of the funnel strategy used look-a-like modelling based on Bathstore’s current customer data. Whilst, the middle of the funnel approach focused on 4 different targeting strategies: the use of 3rd party data layers, contextual alignment, category targeting, and Private Marketplaces.
A creative strategy was implemented as well, to fin the most effective combination of visual stimuli and messaging. Firstly, creatives were synced with Bathstore’s trading and events calendar to make messaging more compelling. We also completed a 6-week creative split test, where we analysed messaging effectiveness, comparing sales, emotive and mixed creative messaging.
Results.
Since the launch of the campaign, NMPi has surpassed all campaign objectives, exceeding new prospect targets by 19% and beating CPV goals by 16%.
Our creative split testing revealed that mixed messaging had an average order value (AOV) 87% greater than either sales or emotive messaging, and the number of actual sales was 31% greater.
