Shop Direct, the company behind Littlewoods, Very.co.uk, ISME and K&Co, has achieved what many businesses crave by using data gathered on Facebook to more than double its sales.
The UK retailer, with annual sales of £1.7bn, used myThings’ retargeting solution on Facebook Exchange to deliver enhanced personalisation across the social channel through a real-time bidding mechanism.
The myThings’ FBX campaign created highly relevant Facebook ads in real-time to drive repeat purchases of existing customers and, even more crucially, a large volume of new sales – a key metric for the retailer.
By leveraging Shop Direct’s data held on its CRM system, myThings was informed in real-time whether a Facebook user was a new or existing customer of Shop Direct and was able to optimise accordingly.
The campaing resulted in a 250% increase in the number of first-time sales by using Shop Direct’s own data and 35% increase in the ratio between first-time sales of new customers and incremental sales generated by existing customers.
Shop Direct head of digital Chris Howard said: “myThings’ advanced programmatic ad technology enabled Shop Direct to truly personalise communication with our audience on Facebook – delivering exceptional performance.”
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