"The programmatic approach implemented by Haystack Digital has taken our display advertising strategy to new heights."
Darren Green, Blinds Direct
One of the UKs largest online retailers of window blinds, Blinds Direct have traded exclusively online since 2003. Now established as a market leader, the company manufacture their own brands of blinds, curtains and cushions.
Looking to develop a strategy for their leading brand Wooden Blinds Direct, Haystack’s programmatic expertise were sought after to achieve the following:
Target new customers as well as retargeting previous website visitors
Expand coverage to premium ad placements
Achieve a challenging 7 times ROI
Prioritising new customers, we firstly built up data about Blinds Direct’s ideal target market, implementing pixels on-site to track the online buying behavior of current customers. We then targeted shoppers with matching characteristics, using real time bidding across premium inventory.
In addition, when tracking the buying behavior of current customers, we segmented audience pools based on their average order value. By specifically targeting shoppers who matched the characteristics of our high AOV audience, we were able to focus our advertising efforts on higher spenders.
✓ ROI target exceeded by 35% in the first 6 months
✓ 25% higher AOV than the site average.
✓ Over 70% of shoppers reached were new visitors