Ulmart improved return on customer acquisition cost and increased margins for certain product groups without losing conversions due to Competera Price Intelligence

Objective

Having spent considerable resources on online advertising, Ulmart set to improve their return on customer acquisition cost. A fully-fledged online merchandising system had to be developed, one that would take into account competitors’ prices and their effect on Ulmart’s conversion rates.

To build their in-house merchandising platform, Ulmart started with basics such as identifying which product should be displayed first to increase the probability of conversions. These statistics were collected and analyzed for every product category, vendor, location etc. Then the optimal “shelf-space” allocation was examined for home and product pages, as well as where conversions came from – homepage, search, product category, alternative or related products. After all the basics were covered, Ulmart took on a more complicated problem: analyzing how their conversion rates were affected by competing offers on the market. This is where Enhanced E-commerce and Price Intelligence solutions came into play.

Results
  • Improved return on customer acquisition cost
  • Increased margins for certain product groups without losing conversions
  • Quantitative view of the impact of competitors’ prices on Ulmart’s conversion rates for all the regions, product categories, vendors and customer acquisition channels
  • An established framework for the development of automated campaign optimization solutions, driven by real-time data on conversion rates and market prices

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