Facebook Retargeting – Traffic Shoe Case Study
When they came to Pacific54, Traffic Shoe wanted to boost sales by leveraging their Social Media Advertising platforms as well as their existing consumer base.
Traffic Shoe as a brand is all about the hottest shoes at the best prices. Starting in Miami, Florida in 1989 with just one store, Traffic has now grown to over 20 stores in major malls across the East Coast.
With help from Pacific54’s digital marketing strategy and Facebook Retargeting, Traffic Shoe was able to grow their online sales by 300 percent.
How? Through the strategy of Dynamic Retargeting Advertisements.
What is Facebook Retargeting?
Targeting is gathering desired consumers for a company based on demographics, location, interests, and behaviors. By combining these characterizations, a company can create audiences that match that company’s campaign goals.
By targeting these audiences, companies are able to reach the consumer groups that are most likely to be interested in their products and drive these people to visit their website.
However, for most sites, only 2 percent of first-time visitors result in conversions.
Retargeting is the digital strategy of advertising to individuals in your audience who have already shown interest in your company or visited your website.
With this strategy, companies can tailor their advertisements to better engage consumers who have shown interest but are not converting. This is especially useful in the case of e-commerce retailers who want to boost online sales.
With Facebook retargeting, online stores can easily direct ads to website visitors who viewed a product or added it to their cart without actually making a purchase.
This is a helpful graphic to explain the whole process:
Pacific54’s Facebook Retargeting Strategy
To increase Traffic Shoe’s sales revenue among existing customers, Pacific54 implemented a Dynamic Facebook Retargeting Strategy to reach potential consumers in more personable ways.
The goal of Dynamic Facebook Retargeting for Traffic Shoe was to advertise to the consumers who had viewed an item or put that item in their cart, but never followed through with the purchase.
Using data from Traffic Shoe’s Facebook Pixel, Pacific54 was able to retarget these consumers with specific ads pertinent to the exact items customers had added to their cart, or the styles of shoes that they were browsing.
Through consistent testing and optimization, Pacific54 was able to increase Traffic Shoe’s website views by 17 percent, as well as increasing dynamic retargeting sales by 301 percent between Q1 of 2016 and Q1 of 2017.
How exactly did we do it?
Contact Pacific54 today to find out!