As online retail continues to surge, there are more opportunities for e-Tailers to capitalize on the impact of cross-channel shopping. Online advertising is one way retailers can improve their brand presence. Online ad spending is anticipated to grow 55% in 2011, according to comScore.
To that end, a focus on improvements in online advertising can help increase shoppers’ interest in purchasing a brand. Two retailers — Jos. A. Bank and Geeks.com — have found success through the implementation of Akamai Technologies’ Advertising Decision Solutions. Their success stories were announced during the eTail West event in Palm Springs in February.
“Since leveraging Akamai’s services, we enjoy a significant increase in online shopper traffic, an improved site performance and faster page load times,” said Lisa Pennell, Director of eCommerce, Jos. A. Bank Clothiers, in a press release.
Ranked #193 on the 2010 Internet Retailer Top 500 list, Jos. A. Bank was looking for a display advertising solution that could help drive transactions at scale and achieve a return on ad spend that would justify its marketing spend on display advertising. Since implementing Akamai’s predictive segments, Jos. A. Bank has seen a return of more than $20 of sales for every $1 spent in several recent months. The retailer also has experienced a significant incremental improvement in the number of web site transactions.
“Akamai has been terrific in driving a significant number of transactions and new-to-file customers at an absolutely fantastic ROI,” said Pennell. “Akamai’s pixel-free implementation has also helped us avoid adding cumbersome tracking pixels across the Jos. A. Bank site and helped capture 100% of our site behavior to power our display campaigns. With Akamai, we are able to drive a great customer experience with faster page load times and rich imagery, allowing our customers to take a good look at our apparel.”
Geeks.com, an e-Commerce site that offers computer components and peripherals, also uses Akamai’s predictive segments solution. As a result, the online retailer has seen an uptick in first-time buyers on its site, and is now able to manage its display ad budget to meet seasonal requirements, always at an ROI exceeding $12 to $1 spent.