Rack Room Shoes

Challenge

Rack Room Shoes is a shoe retailer that operates both offline and online. They sought to increase traffic to their website, generate coupon downloads which were used offline, grow their email contact lists, and track how many visitors used their store locator function. Rack Room Shoes wanted to specifically target women and moms.

Solution

Working through our agency partner Vertis Communications, EyeTraffic Media built, managed, and maintained an online media buying strategy with the goal of generating awareness and leads for Rack Room Shoes. EyeTraffic Media identified the audience, the budget, the geographical targets, and networks needed to run campaigns in three different networks: Yahoo, Paid Search Advertising, and InText.

EyeTraffic Media worked with Yahoo’s Ad Network Team to directly place creative ads on Yahoo shopping sites to position the Rack Room Shoes brand in front of shoppers seeking information on retail accessories and footwear. Through behavioral targeting, Yahoo can automatically identify consumers belonging to specific interest groups based on historical search history, as well as recent web browsing and interaction. The predictive algorithm identifies the audience most suitable for each interest segment and then displays Rack Room Shoes ads accordingly.

Paid Search Advertising (PPC) remains the number one conversion driving online marketing tactic. PPC advertising is a pull marketing vehicle, reaching consumers who are already actively seeking the Rack Room Shoes message online. PPC advertising not only helped drive conversions to elicit downloads of Rack Room Shoes coupons; it also helped Rack Room Shoes accomplish other goals such as growing and developing an email list for continued customer communication and targeted promotion. PPC advertising also allowed Rack Room Shoes to position its brand at the top of SERPs immediately, and is a great intermediate branding vehicle.

InText cost-per-click (CPC) advertising is a keyword-based network advertising tool that combines the visibility and share of voice distribution of a traditional media buy, with guaranteed marketing message engagement through flash-based advertisements. Through the InText ad campaign, Rack Room Shoes delivered its message to its target audience while only paying when a user clicks through an advertisement to the Rack Room Shoes site, not on the number of advertisement displays or video plays.

Results

The campaign increased site traffic by 79% year over year. Over 16,000 coupons were generated and over 800 emails were captured. Around 23,000 store locator conversions were performed. The campaign was continually optimized from start to finish and the cost per conversion decreased throughout the duration of the campaign.