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Born on the belief that “Everything starts with a good pair of shoes”, Cloggs’ first brick and mortar store opened in Birmingham in 1979. They were early pioneers of digital, developing their first website in 1998 and now serve millions of customers worldwide.
The marketing team at Cloggs wanted to optimise their activity, and knew they needed a better understanding of the role each channel plays in driving a conversion to achieve this goal. Cloggs sell shoes from a variety of different brands so optimising to revenue was not enough. The solution needed to incorporate product margin information to reveal the true value to their business.
Rakuten Attribution delivered a solution that centralised all user journey and stock inventory data. The successful project has enabled Cloggs to confidently re-adjust ad spend to the channels that drive real profit, as well as improve business efficiencies and stock purchase decisions.
In order to better optimise their campaigns, Cloggs needed to understand which combination of channels was delivering the greatest value to their business. They only had a limited “last click wins” view of performance and knew this was concealing the true contribution of their efforts.
It was imperative that this solution included data on bottom-line stock costs. As a reseller, Cloggs see large variations in margin between products, so they needed to ensure they were optimising against true profit to ensure maximum ROI.
Tracking tags were deployed across Cloggs’ site, and their display advertising, to capture all marketing touchpoints.
Analysis of this complete user journey data was used to create Cloggs’ custom, propensity based attribution model. This model is applied to all of Cloggs’ sales going forwards.
Data imports were set-up to automate imports of detailed stock and cost information into the Rakuten Attribution platform. This included the profit margin for all available products. Automated, custom reports were created for each stakeholder to enable them to see the value of each channel according to the real profit they drove for the business.
With the transparency and understanding delivered by Rakuten Attribution, Cloggs have been able to reduce their marketing spend by 11% while continuing to grow revenue.
80% of Cloggs’ customers use more than one marketing channel to research before purchase. The solution means Cloggs can see the value of each touchpoint according to its real contribution to each sale and not just the last click before purchase.
Optimising to attributed net-margin means Cloggs can allow for better resource allocation on marketing activity and business operations, improving efficiencies across the company.
The full value of display activity has been exposed, with the channel seeing a 200% increase in attributed net margin. Cloggs used this information to invest in the channel with confidence.