Bluecore, the retail technology company transforming casual shoppers into lifetime customers for fast-growing retail brands, today announced a partnership with Criteo (NASDAQ: CRTO), the global technology company providing the world’s leading Commerce Media Platform. Through this partnership, retailers can use Bluecore’s predictive audience capabilities and Criteo’s performance display ecosystem to engage key shoppers across the open web. Early adopters have experienced an increase in ROAS (return on ad spend) by as much as 109% within the first two months.
As traditional retailers and digital-first brands compete not only with each other online, but with other digital experiences, they have to stand out in an increasingly complex, costly and privacy conscious space. This requires going beyond traditional customer acquisition tactics and instead taking a lifecycle marketing approach to communicate with shoppers and drive superior performance in major ad channels.
The partnership between Criteo and Bluecore enables brands to accomplish this by leveraging their owned first-party data to predict what shoppers will buy next on major ad channels. They can now deliberately reach shoppers, create compelling moments that reflect individuals’ unique preferences as they explore and evaluate products digitally, and convert them over and over again.
Effective immediately, retailers can easily leverage Bluecore on the digital ad channels where their current and prospective shoppers engage, directly from their Criteo interface. Additionally, they can personalize their communications with the same level of shopper-specific context that’s possible through their owned email and ecommerce channels. Using Criteo and Bluecore together empowers brands to focus on long-term retention, regardless of channel.
Nearly 20 brands are already using the joint offering, including Jockey, New York and Company, Lord & Taylor, JTV, Brooks Brothers, Ann Taylor, Mavi, Lane Bryant, Loft and Cabela’s.
“This partnership introduces a new dimension to retail brands’ digital advertising efforts, where limited applications of first-party data have historically prevented 100% personalized communications,” said Tami Harrigan, VP Global Partnerships at Criteo. “With consumers purchasing online more than ever, brands need new ways to reach, acquire, and, ultimately, retain them if they want to support profitability and growth.”
“We’ve set out to leverage a channel that is traditionally used for customer acquisition to also support retention and long-term profitability,” said Deniz Ibrahim, VP Product Marketing of Bluecore. “Together with Criteo we’re expanding the reach of retailers’ owned audiences as the digital world increasingly moves away from third-party targeting. Predicting what shoppers will want to buy next is fast becoming just as important as acquisition efforts.”
Bluecore operates across all major digital channels and the five largest sources of consumer traffic: email, sms, Facebook, Google and Criteo. Through its predictive retail AI, Bluecore enables retailers to personalize shopper communications in the channel they are most likely to convert.
