Increase Customer Engagement with SellPoints Audiences
What is SellPoints Audiences?
SellPoints believes there is currently a gulf between a brands retail product pages, and their marketing strategy. Placing Story Points on your product detail pages increases consumer engagement by unlocking a new level of product page interaction, but this meaningful behavioral data also represents a unique opportunity to better understand your customers, find new audiences, and drive even more incremental revenue.
SellPoints Audiences represents the last mile connection of the online shopping experience. By collecting the data from Story Points interactions and uniting it with 3rd party programmatic targeting, brands are able to more accurately target online audiences and extend the value of their enhanced content to increase the ROAS of their media spend.
How SellPoints Audiences helps brands maximize the Marketing ROAS
Brands and retailers spend millions building awareness and educating consumers, but invest little where customer engagement matters most: on the product detail page right before checkout.
By using SellPoints Audiences, brands are able closes the loop on their marketing message, which not only helps consumers answer all the questions that your advertising has raised (Do I need this product? Does it have the features that are right for my needs?) but also increases ROAS and product page conversions.
With Story Points, brands are able to learn who their most qualified customers are and what features of their product they are most interested in. This proprietary data is then fed into the programmatic ad buying platform in order to better improve the accuracy of the audiences being targeted with brand advertising.
With enough data to optimize campaigns based on a brand’s product page activity, combined with access to a proprietary trading desk, we are able to offer a unified digital media solution that maximizes conversions and impressions specifically for retail brands.
Currently SellPoints Audiences are available through 2 channels, Premium ReTargeting and Stay in Brands.
Premium Retargeting, Re-Engage Shoppers on a whole new level.
With SellPoints Premium Retargeting, brands can segment and target audiences based on different levels of customer engagement, such as Story Points clicked on, time spent on page, or whether a shopper added to cart. Story Points interaction data adds a whole new depth to a retargeting strategy, allowing brands to reach more consumers further down in customer buying funnel, resulting in less waste and a greater Return on Ad Spend. This data can also be used in prospecting campaigns to find new audiences that match a brand’s ideal customer profile.
Frequency and Recency- Optimized for E-Commerce
As an e-commerce optimization platform, SellPoints is committed to promoting the best practices specifically for Retail Brands. This means understanding the buying lifecycle of retail consumers and configuring our media campaigns for those specific audiences.
For instance, because retargeted ads for retail brands have their highest rate of incremental lift and conversion when they are served 24 hours after a product page has been viewed, SellPoints employs a unique latency configuration that maximizes incremental lift and conversions, not just ROAS.
Serve Ads while Shoppers are Still in Market
We’ve all been there before; we see an ad for a product, buy it (either online or in a store) and then continue to get bombarded with ads for that same product. From a consumer perspective, this is probably the worst thing about retargeted ads.
Clearing cookies, cross device synchronization, and a host of other issues continue to make this a difficult industry challenge. However, we believe that we are in a unique position to solve for this problem. Our relationship with retailers gives us better tracking data than other ad buying platforms, allowing us to be highly directional with whom we show ads to. This ensures that the viewers who are seeing your retargeting ads are still actually still in-market.
Just like with Story Points, we also conduct holdout tests with each of our clients to validate this strategy and prove the incremental lift in conversions that our solutions generate.
Stay in Brands- Transition consumers instead of losing the sale
SellPoints believes that the product detail page is a grossly underutilized piece of real estate for brands to engage with consumers who they have invested so much into driving to their product detail page but haven’t been able to convert. Stay in Brand Ads display exclusive in-brand ads for other great products that a customer is looking for. This offers consumers brand variations that they may be more likely to purchase, increasing conversions rather than lose the sale entirely.
In addition, Stay-in-Brands represent a new revenue stream for retailers who are looking to leverage their site traffic in similar ways as Amazon and the other digital retailers. It’s a win-win for both retailers and brands!
Step up your Game
With SellPoints Audiences, brands are able to unite their product page experience with their digital marketing strategy in a way that will revolutionize their online sales funnel. SellPoints Audiences is a beta-only product at this time, currently available to a small set of retailers.