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Criteo marketing technology helps K&K Fashion boost sales

Released at: 11:21, 05/09/2017

Criteo marketing technology helps K&K Fashion boost sales

Photo: Khanh Chi (VET)

Vietnamese female fashion retailer to double sales transactions and optimize budget allocations through Criteo's cross-device re-targeting technology.

by Hong Nhung

Criteo, a commerce marketing service provider, has recently announced that its Dynamic Retargeting tool has helped K&K Fashion achieve a 43 per cent increase in click through rates (CTR) and a 66 per cent increase in conversion rates, resulting in a 121 per cent increase in sales transactions within a short timeframe of just six months.

By leveraging the strength of Criteo Engine, K&K Fashion can precisely predict purchasing intent using the solution’s anonymous cross-device understanding of their customers’ behavior across all devices, browsers, and applications. This has empowered the brand to make informed decisions and improve its business decision making in areas such as budget allocations for marketing activities.

“It’s more important than ever for retailers like K&K Fashion to invest in their online platforms, to be able to correctly identify potential new and recurring customers,” said Mr. Joshua Koh, Regional Managing Director, Mid-Market Sales, APAC, at Criteo.

“In Vietnam, ‘showrooming’ is a popular trend and almost all Vietnamese shoppers are browsing online while in physical stores. By leveraging user-centric data, retailers will be able to show personalized ads to shoppers based on their browsing behavior. We are building an open ecosystem that connects brands and shoppers to the things they need and love, allowing them to compete more effectively with larger e-commerce companies.”

“Openness, transparency, security, and fairness are cornerstones of our commerce marketing ecosystem, where every participant gets more than what they contribute,” he went on. “To maximize K&K Fashion’s return on investment (ROI) on its marketing strategies, our user-centric approach allows them to capture a complete view of their customers’ shopping experience. This approach aligns with customers’ buying behavior and intent to more accurately report transaction attribution.”

Vietnam’s e-commerce industry is growing rapidly, driven by growth in internet penetration and increasing affluence. With 10 million more online shoppers expected in the next three years, the sector is estimated to grow 30 per cent per annum until 2020, when it will be worth $10 billion, according to the Vietnam E-commerce and Information Technology Agency (VECITA) 2016 report.

To ensure that it continues to engage new and existing shoppers, K&K Fashion wanted to focus on digital marketing to promote their brand and products. However, they had budget constraints and lacked comprehensive tools to measure their marketing outcomes effectively. This adversely affected their business decisions, such as expanding sales channels and increasing marketing budgets.

“Criteo’s performance marketing solution greatly helped us understand our business better and how we can improve our marketing strategies to retain our current customers and attract new potential customers,” said Mr. Le Viet Thanh, Managing Director of K&K Fashion. “This was something we had struggled with, especially after launching our e-commerce site. With Criteo, we are confident in optimal marketing budget allocations and making the right business choices for ourselves and our customers.”

Retailers must also pay attention to mobile as the next frontier for increased user engagement and e-commerce sales. With more than seven out of ten consumers having made an online purchase via a mobile device in the past month, according to a Criteo survey, Vietnam is truly a mobile-first country.

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