Boosting La Relojería's sales with a customised strategy for Cyber Monday

Challenge

Highly competitive market and optimisation of inventory and website

Solution

Highly personalised full-funnel strategy for Cyber Monday

Content segmentation and personalisation

• Product categorisation: The first action was to divide the product catalogue into two main groups: low ticket brands (such as Casio) and luxury brands. This segmentation allowed us to adapt marketing strategies to the characteristics and preferences of each group.

• Customised content creation: For each category, visual elements (layouts, videos, covers) and specific texts were designed. This ranged from the selection of product images to the writing of descriptions and calls to action.
  

• Segmented audiences: Custom audiences were created for each category, allowing campaigns to be targeted to users most likely to be interested in each type of product.
  

• Optimisation with AMP: Using Accelerated Mobile Pages (AMP), product pages were accelerated to load faster, improving the user experience and increasing the likelihood of conversion.

Funnel Marketing Strategy

• Top of the funnel: Prior to Cyber Monday, video view campaigns were implemented to generate awareness and familiarise users with the brands and products. The content of these videos was tailored to each category, highlighting key attributes of the Casio and luxury brands.

• Middle funnel: Catalogue ads were used to showcase a wide variety of products in a visually appealing way. These ads directed users to specific product pages, increasing interaction with the catalogue.

• Bottom funnel: A remarketing strategy was implemented to reconnect with users who had shown interest in specific products. This was done through personalised ads that reminded users of the products they had viewed and offered them incentives to complete the purchase.

Specific campaigns for Cyber Monday

• DBA (Catalogue Sales) campaign: This campaign focused on high turnover products and the Casio brand. Customised catalogues were used and the audience was segmented to show relevant products to each group. In addition, the ‘advantage’ option was used to extend the reach of the campaign to similar audiences.

• High value campaign: Targeting users interested in luxury products, this campaign used high quality visual content and detailed product descriptions. The audience was segmented using Shopify data to identify users who had shown interest in luxury brands.

• Bundle campaign: To increase the average ticket, a special campaign was created offering bundles of complementary products. This strategy incentivised users to buy more products in a single transaction.

Results

51% increase in sales and 64% reduction in CPA during Cyber Monday

The results obtained by La Relojería during Cyber Monday were extremely positive. Compared to the previous year's event, a 182% increase in conversions was achieved with a similar investment, resulting in a 64% lower cost per acquisition (CPA). Breaking down the results by campaign, it was noted that both the DBA and luxury product campaigns delivered outstanding results, exceeding expectations in terms of conversions and CPA reduction. 

Overall, advertising spend increased by 23%, but this was more than offset by a 51% increase in total sales and a 22% increase in profitability. In addition, the conversion rate improved by 41%, indicating greater effectiveness of the marketing strategy. These results demonstrate that audience segmentation, content personalisation and campaign optimisation were key to the success of the campaign.