Leveraging digital to stay connected with existing and new customers
Petit Bateau says its personalised display programme has generated profitable growth and proved a positive influence on customer behaviour. Repeat business grew by 26% through new customers exposed to the programme.
10:1
Between 4:1 and 10:1 IROAS on & off depending on the period
16%
Incremental Conversion Analysis (ICA)
+26%
repeat business on new customers exposed to the programme
Background
A unique French kids clothing brand with global reach, Petit Bateau sought a personalised advertising programme that would engage both existing and new customers, driving incremental growth.
Challenges
Help Petit Bateau maintain contact with all customer types
Retain new customers and trigger a high rate of second purchases
Embody the brand tone of voice and company values in all creative output
Accurately measuring the ROI of the programmes.
Solution
Create highly personalised display advertising programmes to drive incremental growth
Deliver programmatic display campaigns based on consumer profiles
Help Petit Bateau stay connected with consumers using offline and online data onboarding
Keep the brand relevant through personalised media communication
Measure the immediate and medium/long term impacts with a ‘test and control’ method.
“Thanks to Epsilon’s personalised media communication programme, purchase frequency has increased, and customer and prospect engagement has been strengthened.”
Hélène de Saugère - Customer Marketing, Digital and Communication Director, Petit Bateau.
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