For fashion-conscious consumers, nothing’s more recognizable – or coveted – than Etro’s classic Paisley design, which has long been a symbol of life and fertility.
As it sought to continue its successful track record in luxury retail, however, Etro needed to make sure the brand was just as eye-catching across digital channels, which led to its partnership with Highstreet.io.
Etro’s origins stretch back to the late 1960s, where Milan-based founder Gerolamo Etro built a brand that has become internationally recognized for its commitment to craftsmanship and creativity. Etro has since grown to more than 130 locations In over 20 countries across North America, Europe, the Middle East and APAC.
Since being acquired by L Catterton in 2021, Etro has continued to innovate and expand, introducing children and eyewear collections in 2023 along with its traditional range of menswear, womenswear, accessories, fragrances and home products.
Etro is like many brands in facing increased competition for consumers’ attention, especially online.
With more retailers creating a strong digital presence or expanding their sales through online marketplaces, Etro recognized it needed to do more to stand out. An internal analysis had determined that Etro’s clickshare on shopping channels was lower than that of its competitors, for example. In order to avoid losing potential sales, the company wanted to improve its ability to run digital marketing campaigns using the most effective online advertising channels.
Part of Etro’s strategy sprang from a decision to shift from the standard Google Shopping campaigns it was already running to Google’s Performance Max, a service that allows advertisers to access all Google ads inventory from a single campaign. While Performance Max held great promise for Etro, it would mean a lot of work in creating and managing product feeds.
Etro partnered with Highstreet.io to take advantage of its product feed management platform and expertise to power its Performance Max campaigns. This involved integrating data from its product catalog with Salesforce Commerce Cloud. This would allow Etro to enjoy an entirely automated product feed optimization process that would allow for highly segmented ad campaigns.
Grazie al supporto tecnico di Highstreet.io, Etro ha ottimizzato la gestione dei suoi feed di prodotto integrandoli con il suo sistema eCommerce proprietario. Questo ha permesso al brand di mantenere i feed costantemente aggiornati e ottimizzati, garantendo il massimo rendimento dalle campagne pubblicitarie.
I principali risultati ottenuti includono:
Con l’adozione della soluzione avanzata di gestione dei feed, Etro ha potuto sfruttare appieno le potenzialità di Google Performance Max, che utilizza l’intelligenza artificiale per scoprire nuovi clienti e opportunità di vendita.
Even for a well-established and successful brand like Etro, every dollar invested in digital marketing needs to deliver tangible value. With accurate, up-to-date product feeds that reflect current inventory levels through Highstreet.io’s platform, Etro has been able to demonstrate it is on the right path. This not only includes its home base in Italy, but also the United States, which had traditionally represented its most challenging international market.
Con l’automazione della gestione dei feed, Etro ha aumentato la sua presenza su Google, Facebook, Instagram e altre piattaforme, semplificando al contempo la gestione operativa. L’integrazione con Criteo ha inoltre rafforzato le opportunità di retargeting.
When brands try to handle product feed management on their own, it tends to be a manual process where making changes later on becomes prohibitive. Highstreet.io’s automated approach has given Etro the ability to make simple customizations to its feeds, such as adding labels, while also integrating with price monitoring tools to maximize efficiencies.
Having seen the value of automated product feed management, Etro is now planning to create and run additional feeds in new markets with high potential. This includes Canada, Saudi Arabia and the United Arab Emirates (UAE). Highstreet.io’s platform gives Etro an easy way to scale its digital marketing efforts wherever it chooses to expand.
“L’integrazione sui marketplace e con i publisher premium può essere costosa e influire negativamente sul ROAS, a causa della mancanza di risultati immediati. La possibilità di affidare la gestione dei nostri feed a Highstreet.io ci ha permesso di utilizzare alternative alle tradizionali posizioni pubblicitarie, ottenendo una visibilità simile con una maggiore efficienza.”
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