Summit is delighted to have been shortlisted for an award at the 2019 UK Biddable Media Awards. We have been nominated in the ‘Best Use of Shopping Ads’ category for our work with Joules.
Using a data-led approach to seasonality to drive a 64% increase in PLA sales
Summit has been working with Joules since 2015, and has played an integral role in the fashion retailer’s success in recent years. Working with Joules to improve efficiency and revenue, the Summit paid media team used data insights to drive performance based on seasonality.
At the heart of the activity was Forecaster, our predictive analytics and marketing intelligence platform, which optimises Shopping activity based on seasonal behaviour, alongside additional factors such as weather and TV events.
Historical sales data from Joules was used alongside key buying triggers like weather, seasonal demand and TV advertising, to predict the likelihood of a user purchasing.
To further drive efficiency, the Summit team also implemented an audience-first approach to the Joules Shopping accounts. This was done by reorganising and optimising based on stages of the customer journey at a category and subcategory level. Forecaster was then able to adjust bids on these accounts depending on how close a user was to converting.
The activity drove great results for Joules, including:
- A 64% increase in sales
- A 45% increase in revenue
- A 28% decrease in average CPC (cost per click)
- A 23% increase in conversion rate
The UK Biddable Media Awards
Celebrating paid media performance and success stories, the UK Biddable Media Awards takes place each year with a glitzy gala dinner and ceremony. The 2019 event is on Thursday 7th March, at the Montcalm Marble Arch on London’s exclusive Park Lane.
Last year, Summit was crowned winners at the UK Biddable Media Awards 2018, taking home the gong for Retail Campaign of the Year for our Programmatic peak campaign with GAME.