Italian Luxury Fashion Brand
Etro increases conversion value on Performance Max campaigns by 51% YoY
Optimized and Updated Product Feeds for Peak Campaign Performance.
Etro
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.
The Challenge
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.
The Solution
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.
The Results
Etro has gained a high level of technical support from working with the Highstreet.io team. The ability to integrate Highstreet.io’s product feed management solution with a full stack of Etro’s proprietary e-commerce tools, meanwhile, has allowed the brand to keep all feeds constantly optimized and updated to achieve maximum campaign performance.
This has led to several bottom-line benefits, including:
A 51% year-over-year increase in conversion value
With Highstreet.io’s product feed management solution in place, Etro has been able to leverage the full power of Google’s Performance Max offering, which uses artificial intelligence (AI) to find untapped customers and potential sales opportunities.
A 6% increase in return on advertising spend (ROAS)
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.
High visibility across multiple channels
Adaptive capabilities to move at the speed of business
Next step
The integration on premium marketplaces and publishers can be expensive and have a negative impact ROAS, due to lack of short-term results. The opportunity to have our feeds managed by Highstreet has allowed us to use alternatives to traditional display placements and securing similar level of visibility with greater efficiency.
SERENA LOGUERCIO
Digital Marketing Manager, Etro
