For fashion-conscious consumers, nothing’s more recognizable – or coveted – than Etro’s classic Paisley design, which has long been a symbol of life and fertility.
As it sought to continue its successful track record in luxury retail, however, Etro needed to make sure the brand was just as eye-catching across digital channels, which led to its partnership with Highstreet.io.
Etro’s origins stretch back to the late 1960s, where Milan-based founder Gerolamo Etro built a brand that has become internationally recognized for its commitment to craftsmanship and creativity. Etro has since grown to more than 130 locations In over 20 countries across North America, Europe, the Middle East and APAC.
Since being acquired by L Catterton in 2021, Etro has continued to innovate and expand, introducing children and eyewear collections in 2023 along with its traditional range of menswear, womenswear, accessories, fragrances and home products.
Etro is like many brands in facing increased competition for consumers’ attention, especially online.
With more retailers creating a strong digital presence or expanding their sales through online marketplaces, Etro recognized it needed to do more to stand out. An internal analysis had determined that Etro’s clickshare on shopping channels was lower than that of its competitors, for example. In order to avoid losing potential sales, the company wanted to improve its ability to run digital marketing campaigns using the most effective online advertising channels.
Part of Etro’s strategy sprang from a decision to shift from the standard Google Shopping campaigns it was already running to Google’s Performance Max, a service that allows advertisers to access all Google ads inventory from a single campaign. While Performance Max held great promise for Etro, it would mean a lot of work in creating and managing product feeds.
Etro partnered with Highstreet.io to take advantage of its product feed management platform and expertise to power its Performance Max campaigns. This involved integrating data from its product catalog with Salesforce Commerce Cloud. This would allow Etro to enjoy an entirely automated product feed optimization process that would allow for highly segmented ad campaigns.
Thanks to Highstreet.io’s technical support, Etro has optimized the management of its product feeds by integrating them with its proprietary eCommerce system. This has allowed the brand to keep feeds constantly updated and optimized, ensuring maximum performance from advertising campaigns.
The main results achieved include:
By adopting the advanced feed management solution, Etro has been able to fully leverage the potential of Google Performance Max, which uses artificial intelligence to discover new customers and sales opportunities.
Even for a well-established and successful brand like Etro, every dollar invested in digital marketing needs to deliver tangible value. With accurate, up-to-date product feeds that reflect current inventory levels through Highstreet.io’s platform, Etro has been able to demonstrate it is on the right path. This not only includes its home base in Italy, but also the United States, which had traditionally represented its most challenging international market.
By automating feed management, Etro has increased its presence on Google, Facebook, Instagram, and other platforms while simplifying operational management. Integration with Criteo has also strengthened retargeting opportunities.
When brands try to handle product feed management on their own, it tends to be a manual process where making changes later on becomes prohibitive. Highstreet.io’s automated approach has given Etro the ability to make simple customizations to its feeds, such as adding labels, while also integrating with price monitoring tools to maximize efficiencies.
Having seen the value of automated product feed management, Etro is now planning to create and run additional feeds in new markets with high potential. This includes Canada, Saudi Arabia and the United Arab Emirates (UAE). Highstreet.io’s platform gives Etro an easy way to scale its digital marketing efforts wherever it chooses to expand.
"Integration with marketplaces and premium publishers can be costly and negatively impact ROAS due to the lack of immediate results. Being able to entrust the management of our feeds to Highstreet.io allowed us to use alternatives to traditional ad placements, achieving similar visibility with greater efficiency."
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