Productsup: Enabling Peek & Cloppenburg Düsseldorf’s omnichannel expansion

Case

Peek & Cloppenburg Düsseldorf is a multi-brand fashion retailer based in Düsseldorf, Germany. They have been creating unique experiences for their customers for over 100 years. They are currently selling clothes in 15 countries in 156 stores. Their goal is to become Europe’s leading multi-brand omnichannel fashion retailer by 2026. To achieve this, they are working on expanding their international presence.

Working on strengthening and renewing the brand while improving conversion rates places high demands on the feed management system used by the performance marketing team. The team has weekly plans with all the campaigns that need to be executed in order to achieve their revenue targets for all their markets. They are constantly testing channels, product messages, and audiences to maximize conversion rates, increase ROAS, and reduce customer acquisition costs (CAC).

Productsup is a crucial partner for Peek & Cloppenburg Düsseldorf’s P2C strategy. Their solutions give the performance marketing team the flexibility to quickly expand to new countries and adapt to changing channel requirements and consumer trends. To do this, they need to constantly adjust their product information to suit customer demands without waiting for IT to make the changes for them.

Challenges

• Increase conversion rates across markets
• Create, test, and adapt product information quickly
• Centralize all data sources

Using a wide variety of social media channels in an increasingly interactive way, the Peek & Cloppenburg Düsseldorf performance marketing team is facing two main challenges in the search for the optimal conversion KPIs. The first challenge is to inform consumers about all the brands and styles they have to offer. The second challenge is to learn more about how their customers shop online. This will help them tailor their online marketing campaigns to reach the perfect audience at the right times.

Customer behavior has become more unpredictable than ever. Faced with longer funnels and more complicated tracking due to tech developments (consider the iOS 14 update)*, the team wants to integrate additional data sources in order to better understand and serve their customers in every phase of the buying journey.

*The iOS 14 update meant iPhone users are now asked if they want apps to track their digital activity. Online retailers have to find other ways to learn what their customers are looking for.

Solutions

• Automated Feed Management
• Image and Video designer
• Campaign optimization with multiple data sources

The Productsup P2C platform is used by the Peek & Cloppenburg Düsseldorf marketing team to build, test, and adapt omnichannel social ads that create compelling experiences for customers. The fast turnaround for new designs on all channels means that the team can now optimize campaigns for 24-hour deals without affecting the feeds or algorithms.

Performance marketers integrate multiple data sources from their data warehouse – into the Productsup P2C platform for feed enrichment. Their feeds are always rendering more knowledge of their customers, despite increased privacy regulations.

Peek & Cloppenburg Düsseldorf also uses Productsup for quality assurance testing. The flexibility and user-friendliness of the Productup P2C platform makes it easy to check product information for consistency. This works better on Productsup than on their Product Information Management (PIM) system.

Results

• Saving time and resources
• Higher ROI, with lower ad spend
• Higher quality product information

Performance marketers who quickly filter and adapt product information to customers’ needs earn the biggest margins and hit their growth targets.

Merging discrete data sources and using that knowledge to exclude non-performing and/or unprofitable products from social feeds, increases conversion rates and profitability. With Productsup, Peek & Cloppenburg Düsseldorf is taking campaign optimization to the next level.

The innovative and easy-to-use dashboards in the Productsup P2C platform gives the fashion giant the flexibility, speed, and customer insights they need for their continued international online and offline expansion.

Future plans

Peek & Cloppenburg Düsseldorf were one of the early adopters of Productsup because they could see the contribution the tool could make to their business. Many years later, they are using more of the new features to achieve new business outcomes. The Productsup P2C platform should be the first port of call for performance marketers looking for innovative ways to meet their customers’ needs.