Mobile, the new growth driver
A strategy of increase in mobile investments enabled a boost in visibility for the Vertbaudet offer and the capture of an incremental volume of new customers.
Vertbaudet is a French retailer specialised in ready-to-wear clothes and decoration for children, babies and pregnant women.
Its concept is largely based on a good value for money and on a selection of brands, in particular for childcare articles.
In addition to the 248-page fashion catalogue, the website has become immensely popular with busy parents.
“Mobile represents an important growth driver for the brand. Our customers use their mobile phones more and more to go on the Internet, and we have to adapt.
ESV Digital understood well what was at stake. They helped us compensate desktop decline, by transferring our ad campaigns to the mobile device for a reasonable client acquisition cost.”
Digital Traffic Manager – VERTBAUDET
In the summer of 2015, Vertbaudet was a mature account that had already fully integrated the new search tools.
In collaboration with ESV Digital, Vertbaudet aimed at acquiring even more customers while minimising the acquisition cost.
In order to meet the client’s goals, ESV Digital teams widened the diffusion on the mobile device, that was under leveraged as it represented less than 10% of the investments.
The major benefit of this device is that it combines the two following attributes:
- A premium position, that is to say of high quality in the customers’ Internet navigation path.
- Controlled investment enabled by a competitive and saturated environment.
This solution allowed Vertbaudet to capture an incremental traffic at a reduced cost in support of the desktop and tablet markets.
At the same time, the investments increased on mobile gave Vertbaudet a cross-device strategy that responded to the evolution of the customers’ behaviour.
60% of the increase in new customers came from mobile.
Launching mobile investments multiplied mobile traffic by 5 and by 3 the number of new customers.
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