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Tutte le storie di successo>FreshDirect

FreshDirect Enters the Kitchen with Criteo’s Retail Media Platform

20%
Vendite sulle pagine per ordinare nuovamento un prodotto
167%
Incremento delle vendite su base annua
112%
Aumento dei brand che pubblicizzano sulla piattaforma

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A proactive plan, a strong partnership and flawless execution generate great success

Long-time Criteo customer FreshDirect decided to move to the company’s new Retail Media Platform to take advantage of the expanded inventory and multiple brand partner benefits. The online delivery team worked with the Criteo team to work on three key priority areas to ensure a successful transition, including:

  • Highest number of placements
  • Expanded Referral Program
  • Pre-sales to new and existing brands

Following the launch in Q2 2020, most brands significantly increased investment in Q3. The results over the next 18 months were impressive, with sales up 167% year-over-year, more than doubling the number of brands advertising, and strong growth in referrals and new placements. This is definitely an interesting performance.

Highest number of placements

Expanding placements across all devices was at the heart of FreshDirect’s transition. New placement opportunities included browser, product detail page (PDP), special offers, and reorder pages. In just a few weeks, new reorder page placements jumped to the second-highest revenue driver, accounting for 20% of total revenue.

Expanded Referral Program

FreshDirect increased their focus on their existing referral program, leveraging their close relationships with brand partners. Their success was driven by many factors, including integrating Criteo’s sales team directly into the process, tagging the platform as a primary program in sales collateral, and transferring leads to Criteo to complete the sales process. Referral sales grew from single digits to 12% of total sales, with smaller accounts seeing similar increases.

Pre-sales to new and existing brands

Thanks to data-driven insights, new placement opportunities, the robust referral program and the ongoing collaboration with the FreshDirect team, Criteo was able to pre-sell to both new and existing brands. These advertisers were impressed by the transparency, flexibility and control that the Platform provided them and, most importantly, by the particularly competitive Return on Ad Spend (ROAS), the reduced competition and the guaranteed performance thanks to FreshDirect’s pure-play eCommerce strategy. New brand advertising on the site more than doubled and the top 10 brands saw their investment grow more than 150%.

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