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How does Alltricks manage to fully personalise and automate its display advertising communication, according to each of its customers and prospects?

 

 

 

 

 

BUSINESS BACKGROUND

Since 2008, Alltricks, a 100% French company, has established itself as a key player in the world of cycling. First known for its specialised disciplines, the brand quickly became a benchmark for sports equipment in France.

« Historically, Alltricks offered a wide variety of products in a few niche disciplines such as BMX and Gravity practices. [...] We noticed that our customers not only cycled, but also had a strong appetite for triathlon, running, cross-training and hiking. We have completed our offer by opening a running and outdoor department. » says Vincent Fourcade, Online Acquisition Manager at Alltricks.

The diversity of the Alltricks’ customer base represents a real challenge in terms of communication. Each category, especially specialised practices, has its own codes and values to respect. We need to be agile in the way we speak to our audiences in order to remain consistent and relevant.

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CHALLENGE

« Alltricks is a benchmark on cycling in all categories and disciplines. We also stand out for the richness of the categories we offer (cycling, running, outdoor, etc.) as well as by our catalog made up of more than 500 brands and 150,000 product references. […] Across these worlds, we therefore have different types of buyers, and over time they become more and more heterogeneous. Our targets are very diverse and range from professional cyclists to urban cyclists including trail runners, for example. They evolve quickly. You need to know and be agile to communicate with each of them. »

Staying relevant in its digital communications is Alltricks' first challenge. Our large diversity of consumers requires us to personalise digital messages at an individual level, taking into account the affinities, customer journeys, browsing and purchasing history of each visitor.

« With our other channels we were trying to communicate across our entire base, but to do so, in the end, we had to be able to build and preserve the close connection with our customers. »

Staying connected with all of its customers, to send them a personalised message, regardless of the recency of visit or purchase, and maintaining a lasting bond is the second challenge for Alltricks.

« We had already tested different channels such as SEO, Social Media, Classic Retargeting, Affiliate among others. Some of them allowed us to work more from a branding perspective and others from a performance perspective. We were looking for a new channel that could offer more flexibility. »

Finally, as a fast-growing start-up, Alltricks is looking for a marketing solution that clearly justifies the impact of its marketing investment on its "incremental" revenue. Return on investment is also a third challenge that Alltricks must be able to meet.

In order to respond to these 3 challenges: staying connected, staying relevant and staying cost-effective, Alltricks integrates a new digital approach into its marketing strategy.

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EPSILON'S SOLUTION

Epsilon appeared as an interesting opportunity to these 3 challenges. Indeed, the Epsilon solution creates a personalised display programme for retailers. It creates and maintains this essential connection between a brand and its consumers thanks to a strategic and technological approach that is unique on the market.

Epsilon provided Alltricks with an integrated and turnkey solution for the implementation of its personalised display programme. Epsilon operates as a personalisation agency with a range of proprietary tools to make this advertising personalisation on a very large scale.

« Faced with a DMP or traditional tools that consume a lot of time and resources, Epsilon allows to work in a 100% agile environment. Therefore, we were able to regain control of our messages in key moments and communicate in the right way throughout the year with each client individually. Moreover, we can easily align our offline and online communication actions, which is important for Alltricks. [...] The technical implementation (onboarding and pseudonomysation of our customer data) went smoothly, thanks to their adapted processes and their very reactive teams. »

Now, Alltricks' customers and prospects can be accurately recognised and identified regardless of the device they are connected to or how often they visit or buy - over periods ranging from weeks to months or even years.

Through an automated process, dynamic templates (created by Epsilon creative teams) were linked to a set of advertiser data sources (images, text, product inventory, etc.). Each banner is created and personalised over time according to the identified individual. The offers are adapted and refined depending on the consumers' interests, and the messages are oriented according to the personalisation strategies in place (Product, News, Brand Image, Inspiration...).

« With the Epsilon programme, we become more relevant to each of our consumers. For example, a BMX fan will receive a message valuing his practice and not an urban environment. We can push to a new road bike buyer the accessories he will need this winter and avoid pushing him equipment he will not use, for example. »

Finally, Epsilon uses a measurement methodology (Test & Control) by Group of individuals "Messaged vs. Non messaged”, thereby making it possible to isolate the impact of a personalised advertising communication on one group of individuals, in opposition to another group of individuals not exposed to Epsilon messages. As a result, this methodology was able to accurately identify the contribution of the Epsilon solution in Alltricks’ marketing mix. This measurement method is 100% transparent and auditable.

The Epsilon solution was able to provide a better customer experience by making Alltricks messaging more effective compared to traditional retargeting solutions, but also helped to develop an alternative to the Search dependency by leveraging individuals already reached by the brand.

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THE RESULTS

The results achieved (just a few weeks after the programme was launched) were absolutely outstanding, with an incrementality rate of almost 10%.

For over a year and a half now, the programme continues to generate very high performance.

Epsilon has enabled Alltricks to be present where its consumer is. Hence, more than 40% of the Alltricks customer database is already digitised and instantly addressable through personalised communications over time. This matching rate is increasing month by month and should reach an even higher level in a few months.

As a real cost-efficiency channel, the programme has generated a positive impact in terms of "incremental ROAS". The incremental return on investment quickly reached a 9:1 ratio. As the programme's objective is to generate incrementality, it is not limited to engaged audiences in a purchase phase ("already intending to buy"). The programme operates across the entire customer and prospect base.

The re-purchase rate, the second monitoring KPI on this programme, shows a positive growth of 5% since the launch. It was observed that messaged individuals are more likely to revisit the website and purchase with greater engagement power than non- messaged individuals. This engagement also improves lifetime value and provides a longer-term view to the brand.

PERFORMANCE

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9 :1 incremental return on ad spend (iROAS)
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1 million unique individuals reached in 2019
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+8% traffic on Messaged vs. Non messaged customers
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35% buy twice as much, compared to 26% when they are not exposed. Alltricks customers exposed to the programme tend to buy more.
“WITH THE Epsilon PROGRAMME, WE BECOME MORE RELEVANT TO EACH OF OUR CONSUMERS. MOREOVER, WE CAN EASILY ALIGN OUR OFFLINE AND ONLINE COMMUNICATION ACTIONS, WHICH IS IMPORTANT FOR ALLTRICKS. [...] THE TECHNICAL IMPLEMENTATION (ONBOARDING AND PSEUDONOMYSATION OF OUR CUSTOMER DATA) WENT SMOOTHLY, THANKS TO THEIR ADAPTED PROCESSES AND THEIR VERY REACTIVE TEAMS."

- Vincent Fourcade, Online Acquisition Manager at Alltricks.

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BUSINESS IMPACT

The lockdown related to Covid-19 has generated a major enthusiasm for sport, especially among people who had not or rarely practiced in the last few months.

Alltricks was able to quickly reactivate its historical audiences as well as the most recent ones and delivered messages based on their interests, strongly connected to the news of the moment. (Possibility and maintenance of delivery, highlighting the "Home Trainer" category for cycling at home, as well as Running etc.).

In addition, with the opening of new physical stores, Alltricks will be able to combine online and offline data using the Epsilon solution. Thus, Epsilon supports the brand in its omnichannel approach by enabling consistent communication between the different channels.

ABOUT ALLTRICKS

At Alltricks, there are 130 passionate professionals: MTB cyclists, Road cyclists, BMXers, Swimmers and Runners.

Alltricks has over 500 brands in stock among the best in the world: Shimano, Sram, RockShox, Mavic, Campagnolo, Selle Italia, Fizik, Michelin, Maxxis, Hutchinson, Schwalbe...

700.000 items are available, just 1 click away: all your components need (derailleurs, cranksets, brakes…), bikewear (helmets, clothing…), nutrition, computers, GPS and much more...

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