How Vanden Borre created reliable full-funnel experiences for consumers

Vanden Borre is one of Belgium’s leading international retailers that places customer experience at the heart of their strategies. The omnichannel approach they have adopted in their large Belgian operation aims to bring efficiency at all touch points. The result is a greater contribution to the customer experience.

Vanden Borre is a long-time established Belgian offline brand, but also an early and disruptive player in the ecommerce industry. As such, they have a wide variety of audiences. Serving them all in Belgium is a challenge they overcome every day.

With the help of their digital advertising agency, Semetis, their main goal is to deliver full-funnel ecommerce experiences that are reliable in their customers’ lives when purchasing electronics, as well as in reaching new audiences, without being intrusive for users.

Jeremie Alhadeff, Performance Marketing Specialist at Vanden Borre, explains, “As a leading Belgian retailer within an international ecosystem, we understand how critical data privacy issues can be. Therefore, we always strive towards putting customer experience at the center of our strategies. That way, we can always offer more expertise to our customers.”

Partnering on full-funnel advertising

Together with Vanden Borre’s digital marketing agency Semetis, they partnered with Criteo to meet customers’ needs efficiently across a large, constantly evolving, and sometimes complex range of products through prospecting and retargeting campaigns. Criteo is an extension of the multi-channel campaign running on Google and Facebook.

To help Vanden Borre deliver personalized advertising to the right people, Criteo and Semetis joined forces defining and categorizing the audiences. Criteo’s unique Dynamic Creative Optimization+ (DCO+) technology personalized each ad based on 120+ shopper intent signals, such as products viewed and sites visited, and powerful predictive AI. At the same time, premium advertising placements ensured maximum visibility and engagement.

The prospecting campaign targeted new customers with the highest propensity to show interest in Vanden Borre products by creating similar audiences and by using aggregated and anonymized historic shopping and browsing events. Then, it delivered personalized ads with product recommendations tailored for each individual to maximize conversions from new and returning customers.

Generating positive results

The Criteo, Semetis, and Vanden Borre teams worked together to ensure success, flexibility, control, and consistency to the campaigns. Criteo’s service and technology came together to deliver outstanding results during the last period of sales compared to the period before, including 15% increase in return on ad spend (ROAS), 11% increase in conversion rate, and 66% increase in sales.

Because of these results, Vanden Borre will continue to enhance their strategy with Criteo to adapt their advertising messages with more granularity without the need to segment campaigns into multiple activations.

Building on this success, Vanden Borre is open to test new creative formats as well as new campaigns and add an extra conversion layer with a focus on customer acquisition.