Criteo , the commerce marketing leader, today announced that its data driven technology has enabled the leading fashion e-commerce giant Nykaa, to better understand their shoppers’ online browsing behaviour. Using Criteo’s mobile and in-app retargeting solutions, Nykaa tailored its digital advertising strategy to witness a 7.5x increase in sales. Within two years of partnership with Criteo, the company has seen 1.7 times increase in ROI and Return on Advertising Spend (ROAS), and 54% reduction on Cost Per Order (CPO).
With an objective of expanding their digital marketing strategy, India’s largest beauty destination Nykaa realized the importance of looking beyond organic traffic and email advertising that was reaching only about 2 to 3 percent of their overall cookie ad pool. Seeing the tremendous growth of m-commerce, Nykaa wanted to reach out to their customers through their preferred platforms like smartphones, mobile web and mobile apps. Clearly, Nykaa wanted to adopt a technology and data assistance to help them manage their 2 to 3 million cookie pool, in order to meet their revenue and sales target. With Criteo’s Dynamic Retargeting and Criteo Engine solutions, the e-commerce platform was able to deliver dynamic and personalised ads to shoppers based on their browsing behaviour across devices.
Expressing his views on the partnership, Siddharth Dabhade, General Manager, Criteo said, “With the government’s digital push and industry’s technological advancement, India has not only become the largest user of smartphones, but also a leading app consuming market. The trend has brought an upsurge of m-commerce in the country, making smartphones and tablets the most personalised way for brands to reach their customers. In this highly competitive market, a shopper journey is highly fragmented, therefore, it is even more important for brands to reach potential shoppers in a more personalised fashion. We are pleased to see the upsurge in sales of Nykaa after our partnership with them. Our endeavour is to help e-commerce companies increase sales; and ensure that shoppers complete a transaction, rather than losing their interest and shifting to another website.”
Sharing his experience, Hitesh Malhotra, Chief Marketing Officer, Nykaa said, “Criteo’s commerce marketing solutions, based on machine learning technology, are intelligently configurated to know the exact moment at which to target a consumer. Criteo’s technology allows us to engage shoppers on both our app and website, which is extremely critical given that more consumers are primarily using their mobile devices to surf and purchase our products. We plan to do more to engage new and prospective customers moving forward using Criteo’s retargeting solutions, and we’re confident that Criteo will be able to help us achieve our business objectives.”