Case Study

Brief

A direct sales company since 1993, the first Fragrance Direct website was launched by a husband and wife team in October 1999 as an ideal vehicle to sell goods directly to the public. Fragrance Direct sells branded, discounted perfumes, aftershaves, cosmetics, hair care, skin care and beauty products. The success of the purely ecommerce business is built on offering quality products at great prices, while providing a high level of service. By September 2008, the Company launched its 4th generation website, offering more products and services and an excellent customer experience.

An ecommerce business, driving return traffic – particularly of visitors that may not have completed a transaction and need additional information or encouragement – is critical to Fragrance Direct.

Strategy

To keep marketing and other overhead costs to a minimum so fragrance prices could remain competitive; Fragrance Direct was looking for a performance-based solution that would effectively pay for itself.

Execution

MyThingsMedia designed for Fragrance Direct an intelligent, performance-based solution to substantially improve return conversions and therefore overall ROI. MyThingsMedia's Behavioural Retargeting solution analyses on-site browsing behaviour and then presents individualized, dynamic banners adverts to their visitors wherever their visitors surf the web. The turn-key solution includes design and build of all advertising templates and media buy.

Results

Within the first week of launch MyThingsMedia’s Behavioural Retargeting was already seen to deliver a 100% uplift in return conversions, going on to deliver even higher performance during the initial months.

"MyThingsMedia has done a brilliant job of helping us best
serve those Fragrance Direct customers that didn't find what they wanted or needed the first time on our site. The behavioural retargeting program doubled our return conversions."

Katie Jowle, Director, Fragrance Direct