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For home appliance brands, rapidly identifying and influencing those looking to buy domestic appliances is critical but very difficult. Often a distress purchase, this makes predicting when buyers are in-market challenging. And consumer decisions are complex. They embrace online and offline activities, including what model to buy, how much to spend, and whether to view in-store before purchasing. With only a limited window of opportunity, reaching them as early as possible in the process is essential.
As Currys is the UK’s leading electrical retailer, it’s often the first port of call for buyers considering domestic appliances. Recognising its important role in these purchase decisions, Starcom saw an opportunity to test a new sales channel for its client by tapping into Currys Connected Media. Specifically, it turned to the Tech Hunters offering to leverage its firstparty data. Representing the largest consumer transactional database for electrical purchases available, this allowed the client to deliver targeted, relevant digital advertising based on an individual’s needs and interests.
Central to Tech Hunters is Currys’ collaboration with Epsilon, which enabled its firstparty data to become addressable by linking it to Epsilon’s CORE ID. Currys data was further enhanced with contextual and buyer demographic information to provide deeper understandings. By doing so, signals that individuals were in-market for a domestic appliance – including browsing behaviours, browsing frequency, site visits and brand searches – were identified. Using this to drive the client’s advertising on Currys’ properties, Epsilon also expanded this beyond these to recognise consumers’ broader behaviours, deliver a fuller picture of their online activities and increase their opportunities to reach and influence them across the web.
By feeding this wealth of data signals into its AI engine, Epsilon then stack ranked the audience based on buying propensities. From there, the most relevant in-market individuals were prioritised, and this refined audience was targeted with digital messages from the home appliances retailer to ensure better targeting, performance and more efficient media spend.
By quickly recognising, engaging, and influencing the buying decisions of the best inmarket prospects across Currys’ sites and the wider web, the campaign delivered a ROAS significantly above what the home appliances brand had achieved previously.
For the first time, the brand could also see the impact of its advertising on offline sales, with 26% of tracked purchases occurring in Currys stores. This extra visibility allowed it to close the sales loop by recognising the full effect of its media activity on online and offline purchasing decisions. And working with Currys, the home appliances brand could scale up its activities while focusing on relevant targeting. By taking advantage of the retailer’s rich first-party data and Epsilon’s offsite behavioural information, it was able to reach a large audience in a short period.
Susie Moan, Chief Data Officer at Currys plc, commented: “We’re thrilled to have leading brands like this harnessing the power of Currys Connected Media and our Tech Hunters capability. As the UK’s leading technology retailer, being able to combine our first-party customer data with Epsilon’s CORE ID platform offers brands the opportunity to influence in-market tech customers earlier and more meaningfully than ever, with the returns speaking for themselves.”
Ben Foulkes, Commercial Director, Epsilon EMEA, said: “Working in partnership with Currys to power its retail media offering has allowed this home appliances brand to drive performance marketing at scale. Not only could they target a highly qualified in-market Currys audience and track onsite and in-store sales, but Epsilon helped it reach new audiences. With 22% of the advertising delivered to Safari users in non-cookie environments, the retailer could engage an often missed but highly valuable group.”
As a result of the campaign’s success, the home appliance brand is rolling out this approach to support additional categories. In doing so, it can tap into the platform’s power to act as an always-on performance channel to drive year-round sales when people come into market for specific products.
