Case Study: Apparel Retailer
CUSTOMER SEGEMENTS, A POWERFUL PAID SEARCH LENS
Top Apparel Retailer Focuses on Drivers of Customer Acquisition
Need for a Customer Lens
Paid 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.
Quantifying Customer Impact
The 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.
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