AO.com is a leading UK online electricals retailer with an innovative approach to their consumer marketing. They partnered with The Exchange Lab to acquire new customers and promote specific products during key promotional periods.
Programmatic continues to be a growing channel for AO.com, with campaign results proving to drive a high percentage of new customer acquisitions. For this campaign AO.com wanted to acquire new customers, increase ROI and promote specific manufacturers or products during key seasons.
A multi-platform approach was utilized and focused on 3 leading DSPs via Proteus, our unifying programmatic platform, as no single platform was found to have all the strengths needed to meet the objectives.
We found that:
Engaged a range of brand tactics to complement AO’s existing brand activity including TV, Weather and Sports Sync for specific product promotions. This was complemented with premium placements, high impact units and video.
Implemented several performance focused tactics, including audience targeting, retargeting and overlaying purchase intent data to reach new in-market users.
Targeted competitor activity through keywords to increase reach and win conversions from consumers looking at competitor products.
Due to campaign success, AO.com increased their programmatic spend across the year to complement their multi-channel campaigns.
Compared to the wider retail sector where purchases increase in the evenings AO.com customers are most active in the daytime hours of 10am-6pm. This shows that people are more likely to purchase big-ticket utility items during work hours, and tend to shop online for other retail items during downtime.
More men converted than women
Top performing age group: 45-54 y/o
“We’ve been working with The Exchange Lab for more than 15 months and have found them to consistently over deliver on our targets. Our focus has been growing our audience and as a high percentage of our conversions come from new users, the results have been great. The team go above and beyond to help us gain a better understanding of our customers and navigate programmatic as part of our overall media mix. We’ve tested many other programmatic partners in the past and have found The Exchange Lab’s service and performance comes out on top.”