Digital Window Shopping

A live data stream was quickly set up to generate insights from the “online window shopping” phenomenon and select the star products to be advertised and key categories to bid on. In real-time, data from abandoned carts adapted and drove the media execution. The top 1,000 products left in carts, URLs and associated SKUs were fully leveraged to created new, dynamic campaigns in only a few hours. Armed with the insights of the shopping carts abandoned over the last seven days, we gained many precious optimization hours versus of the competition.

This new approach was everything but a mere re-targeting campaign. We did not use carts data to retarget a small pool of visitors who had abandoned them. To win Black Friday, a 24 hour sales event, the insights generated created massive reach in a record time. Items that we found in abandoned carts were quickly featured in our mass campaign, reaching 30% of Canadians consumers in only a few hours. We promoted star products online to a wide audience of high potential consumers, through a variety of digital touchpoints, from YouTube to Google search to Instagram. We relentlessly optimized the campaign towards the most performant placements, formats and creatives.

We also used this live data feed to select which Search categories to bid on. Sport Chek simply did not have the means to win the bidding war against Amazon across all categories. But thanks to the rich insights found in the carts, it could win in all the right categories. These categories drove a high volume of consumers to its website and we optimized their conversion with a carefully planned mix of upsell tactics. Finally, thanks to custom-built scripts, abandoned carts data was crossed with inventory data and we stopped advertising products as soon as inventory ran low.