The Industry
ABOUT BREUNINGER
Breuninger, a German established global department store retailer, is known for catering to up-market shoppers. With a rich history dating back to its founding in 1881, Breuninger has predominantly focused on fashion, clothing and premium household goods, establishing itself as a prominent player in the industry. They are renowned for its dedication to providing a unique shopping experience, combining quality products and exceptional customer service. With a wide range of offerings, from fashion and beauty to lifestyle, Breuninger caters to the discerning tastes of its customers. The brand’s commitment to excellence and innovation continues to shape the retail landscape in Germany and beyond.
The Challenge
INEFFECTIVE CUSTOMER RETARGETING DUE TO UNDERUTILISED DATA TRACKING AND LACK OF ENHANCED PROFILES
Breuninger aimed to future-proof and enhance the effectiveness of their re-targeting efforts. They initially relied on tracking data, but they have plans to integrate CRM data to create a more comprehensive customer profile. The primary goal was to optimise the customer targeting strategy to increase efficiency and personalisation.
Breuninger activated five MVP use cases across multiple platforms, including Google Customer Match, Adform and Meta, to achieve their objectives:
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Cross-Channel Suppression: They aimed to exclude customers who had recently made a purchase and focused on potential new customers.
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High-Value Branded Ad Retargeting: Their strategy involved retargeting users who exhibited above-average cart values within a specified timeframe, with high-valued brand Ads. This approach was designed to boost conversion rates and average order values.
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Wishlist Retargeting: Customers who added products to their wishlist were a valuable segment. Breuninger focused on retargeting this group to encourage them to complete their purchases.
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Cart Abandonment Retargeting: Targeting customers who abandoned their shopping carts was a key part of their strategy, aimed at recovering potentially lost sales.
The Solution
ADDRESS AND ENGAGE CUSTOMERS EFFICIENTLY ACROSS THEIR ONLINE SALES JOURNEY
Collaborating with Zeotap, Breuninger focused on identifying and efficiently re-engaging their High-Value customers based on specific attributes such as purchase behaviour, across their online sales journey.
Our solution for their problem comprised the following 4 main steps:
- Zeotap CDP Out-of-the-Box source integrations with Breuningerʼs internal system for tracking app data, capturing browsing behaviour and ensuring seamless cookie synchronisation.
- Zeotap CDPʼs high-fidelity ID strategy, prioritised IDs for profile creation and excluded specific identifiers as per Breuningerʼs custom requirements.
- Zeotap CDP customised individual consent rules for each activation channel and is effectively managing user deletion through the easy-to-use Customer 360 feature.
- Zeotap CDPʼs Audience module enabled Breuninger to harness Calculated Attributes and filter users based on their customer traits, attributes and specific purchase behaviour. This led to more efficient audience segmentation and activation across multiple channels.
THE RESULTS
30% INCREASE IN COST ORDER TURNOVER THAT IMPROVED MARKETING EFFICIENCY AND 46% BOOST IN AVERAGE BASKET VALUE THAT INCREASED REVENUE
Leveraging Zeotap’s CDP’s effective retargeting capabilities, Breuninger retargeted their High-Value customers more efficiently on their online advertising channels. They further expanded their reach by targeting similar customer profiles.
Breuninger increased their Cost Order Turnover by up to 30% before returns and also witnessed a significant 46% boost in Average Basket Value. They also improved their Click-Through Rates and Match Rates, attributed to Zeotap CDPʼs support for granular targeting.
THE FUTURE
5 YEARS PLAN FOR BETTER BUSINESS OUTCOME
Breuninger Germany, with its successful MVP use cases, is looking forward to rolling out the solution to other countries. Their strategic vision includes the tracking offline data through in-store initiatives integrated with Zeotap CDP. This would drive a wider range of use cases and ultimately build a more holistic customer profile. Their future plans also involve integrating additional activation platforms to enhance performance marketing efforts.
