• Programmatic
  • SEM

  • The Client

    Petbarn is an omnichannel retailer that specialises in all things pets. They are passionate about making shopping for your fur babies easy and deliver a personalised service both online and in-store.

  • The Objective

    Create a strategy to engage users at every point of their journey and increase Petbarns market share and online sales in a highly saturated market. Ensure we are driving new business and continue to nurture existing customers in order to maximise lifetime value.

  • The Challenge

    Pet products are becoming increasingly in demand as millennials choose to bring a fur baby into their lives, resulting in a market full of digital-native consumers.

    This in turn has led to a number of pure play online retailers who price at significant discounts as they build volumes.

  • The Solution

    Audiences – We created remarketing lists focusing on site visitors who have not converted and past customers with specific purchase activity. Using the new segmented remarketing lists, we continued to push sales messaging to existing customers and leads to encourage repeat purchase. We created similar audiences based on visitors and previous purchasers to expand reach and target in-market customers shopping with competitors.

    Personlisation – Utilising Petbarns DMP data to create hyper-granular online and offline audiences, we pushed personalised offers to specific customer segments – eg dog owners, cat owners etc. Additionally, we pushed company-wide objectives and USPs – e.g. 60 minute click and collect. Targeting users at different stages of the funnel with a combination of search and display, we created separate campaigns targeting new visitors, first time purchasers and repeat purchasers. We then introduced personalised landing pages for each different audience to help improve conversion rates.

    Optimisation – We analysed the performance of each promotion based on the day and time of an offer along with the specific offer itself to help understand the best performing offer.

  • 30%

    Conversion Rate Increased By Over

  • 50%

    Direct Traffic Increased By Over

  • 36,000

    Additional Store Visits Generated

The Result

We leveraged Petbarn’s data to paint a full picture of the customer journey and target customers accordingly.  As a result, we significantly increased the effectiveness of their advertising campaigns despite intense industry competition.

The costs of gaining a new customer are high for any business. That’s why we maximise the lifetime value of existing customers by supplementing top of funnel campaigns with remarketing and personalisation. 

By targeting Petbarn’s customers on the right devices, at the right time with highly relevant messaging we reduced their advertising costs, drove more conversions, and increased brand awareness.

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