intelliad_casestudy_lodenfrey_EN

Case study from the fashion industry featuring intelliAd and LODENFREY
50% reduction of the CPO by
using intelliAd Bid Management
How the Munich based family company LODENFREY successfully overcame the challenges
of longtail keywords and seasonal fluctuations in their online shop with intelliAd
Key Findings
• LODENFREY at Munich cathedral
33 The CPO was reduced by around 50%
• Founded in 1842
after using the Bid Management
• Core business: fashion; major designers
tool for only three weeks
such as Belstaff, Etro, JBrand, Moncler,
Polo Ralph Lauren as well as classic basics
and traditional Bavarian costumes
• Number of employees: 440
• Supervising online marketing agency: norisk
• intelliAd products used:
Customer Journey Tracking,
Bid Management
33 Conversion rate in Google AdWords
increased by 17%
33 86% rise in profits
Objective
Implementation
LODENFREY has existed since 1842 and is still
Since LODENFREY serves many different mar-
a family business today - now in its fifth gen-
keting channels and the user journey is of central
eration. The LODENFREY online shop, www.
importance, Ralf Mager, Head of E-Commerce
lodenfrey.com, has warmed the hearts of cus-
and Online Marketing, decided to implement
tomers all over Germany since 2010.
The strategic direction used for the
online shop reflects the marketing
strategy of the local store, namely the
primary focus of the product port-
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750
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250
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journeys, in other words the path of
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the user from the first click until the
more than 30 days is not unusual.
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The premium fashion industry is
conversion. A customer journey of
Customer ID 913
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folio on leading designer brands.
characterised by long customer
Agency-ID 121
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Type In
0
7.097
€ 0,00
€ 0,00
56
€ 0,00
€ 925,00
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0
1.593
€ 0,00
€ 0,00
38
€ 0,00
€ 730,00
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0
1.321
€ 0,00
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24
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€ 330,00
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22.950
744
€ 514,59
€ 0,69
19
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120,48%
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15
233
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0
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60
144
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€ 0,00
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intelliAd Media GmbH
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240.660
76
€ 45,27
€ 0,60
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The transparency of the intelliAd software is a
decisive factor for LODENFREY
Furthermore, the online fashion sector is also a
intelliAd‘s Customer Journey Tracking. Cross
very competitive market, resulting in high Google
channel tracking provides a broad basis of
click prices. Only shops with a clear positioning
onsite and offsite data and thus creates the
and a sophisticated Bid Management strategy have
ideal requirements for Bid Management. Due to
the chance to get ahead of their competitors.
long user journeys the so-called “bath tub”-attribution model was chosen. This model gives a
Seasonal fluctuations represented a fur-
greater weighting to the beginning and end of
ther challenge. At LODENFREY, this
the user journey than it does to the middle part.
applies especially to the period around
the Oktoberfest and Christmas sales.
intelliAd Bid Management transpired to be the
ideal choice, thanks to the transparency and
the quality of the CPC bid decisions it offers.
LODENFREY relied on conversion maximisation to increase sales in its online shop as a
fundamental strategy for its Google AdWords
Case study from the fashion industry featuring intelliAd and LODENFREY
campaigns. The Bid Management algorithm’s
Results
special feature of capturing onsite data such as
bounce rate and length of stay per keyword was
In as little as three weeks after using the
also used. These factors are strong indicators
Bid Management tool, the CPO had virtually
for later conversions. For a fashion house in the
halved and click and conversion rates had each
premium segment like LODENFREY, the priority
risen by 17%. Despite the low search volume
for keywords is on major brand names. Places for
of longtail keywords, Bid Management was
generic terms such as ‘blue down jacket’ have
able to increase turnover by two thirds.
already been snapped up by stronger competitors. That is why LODENFREY relies on a longtail
This confirms not only a quantitative but, more
strategy: brand names are combined with further
importantly, a qualitative improvement as
product features, such as size, colour or mate-
well. Revenue increased by 86% whereas the
rial. This requires a thorough campaign manage-
costs fell by almost 10%. The budget which
ment, but it pays off with lower click prices.
was freed up as a result could be invested in
additional online marketing measures.
“We were able to halve our
CPO within a short time
thanks to the intelliAd
Bid Management tool.”
Ralf Mager, Head of E-Commerce and
Online Marketing at LODENFREY
Thanks to Customer Journey Tracking, the
budget was distributed to all the participating
channels based on their level of contribution
to the final sale, and not just to the last one
in the journey. LODENFREY was able to obtain
important insights by analysing assisting channels and keywords i.e. those contacts which did
not directly trigger successful conversions but
Seasonal fluctuations in e-commerce were taken
were instrumental in making them happen.
into account by uploading new keywords, for
example on the topic of traditional Bavarian
intelliAd Bid Management was first used for
dirndl dresses shortly before the Oktoberfest.
the Oktoberfest 2012. Dominik Haupt, Man-
An advantage of the intelliAd software proved to
keting agency norisk, said: “It was important
be its ability to build keyword clusters (“strategic
that the Bavarian costume campaign could
groups”) without having to change the existing
be swiftly implemented and that LODENFREY
campaign structure. For these groups, LODENFREY
had maximum visibility of search results.
defined specific Bid Management strategies,
intelliAd’s Bid Management has performed very
such as traffic boost or aggressive bidding.
well, despite the limited amount of data.”
Copyright intelliAd Media GmbH
aging Director of the supervising online mar-
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