The Brief

In October 2012, Singapore’s established appliance retailer, Courts, set up its online store in a bid to target gadget-loving Singaporeans. In a nation that has transcended from a brick-and-mortar retail environment to e-commerce, Courts’ customers are often looking for the best deals and seek the convenience of making purchases 24-hours-7-days-a-week. Coupled with a mobile-friendly version accessible in most devices, Singaporeans searching for brands that Courts carry would be at the privy of exclusive discounts and added-value deals found across social media, Google and the online store. Increasing the online visibility of Courts and tailoring search results to customers’ needs are key in ensuring that Courts is the online store of choice.

Creative Execution

Smart targeting that enables smarter product recommendations and best-fit offers redefines the online shopping experience by personalizing the purchase journey based on previous purchase and search behavior. Returning customers could easily peruse the site based on their product category affinity instantly, while potential customers would be reminded of Courts deals and selections through display banners when they browse the available products on websites. Having reminder messages of Courts deals and selection across display banners, search ads and emails, ensure that customers would be reminded that they are not missing out on deals that are only available in-store, and associate similar purchasing habits online and offline.

Describe the creative solution to the brief/objective.

Leveraging on new technology solutions, such as smart targeting, we were able to creatively replicate the dynamic nature of exclusive deals present in physical stores. Serving customized deal recommendations based on their viewing and search history, the online store’s ability to recommend products differentiates Courts online store by increasing the relevancy of merchandise. Paired with re-engagement strategies that contact customers who abandon their purchase journey via emails and display banners in associated sites, the solutions are based on better targeting of the right deal to the right person at right time. The EDMs too contain exclusive time-sensitive vouchers that improve conversion to purchase by increasing purchase urgency.

Results

This smart retargeting campaign delivered double the targeted revenue, five times on site traffic and increased sales conversion rate by 0.25 times to deliver a cost-effective and a performance-based successful campaign. By targeting right shoppers at the right time with right deals and customizing the user experience to the customers, it ensured twice the amount of non-branded search logic to the online store, uplifting the consideration of Courts Online Store during purchase. The time urgency created in the deals too encouraged action, sealing the end to a consumer’s journey through Courts.