Nordstromrack.com | HauteLook – the online, off-price division of Nordstrom – is unique in the online, off-price landscape consisting of two sites with different shopping formats (flash sales and persistent) operating on the same technology platform. The e-commerce sites and their respective apps feature an ever-expanding catalog of Nordstrom Rack apparel, accessories, and home as well as HauteLook’s limited-time, sale events offering top brands in fashion, accessories, beauty, and home all up to 75% off.
Nordstromrack.com had been working with a number of digital partners to achieve a key performance metric: a lower Cost Per New Buyer (CPB). However, they consistently came up short of their desired ROI. They realized that they needed a new approach and a new marketing partner to generate increased sales and brand loyalty.
They focused all their efforts on one objective:
- Hit a specific CPB benchmark
Nordstromrack.com researched the exact CPB which, if met, would drive a positive ROI. They set out to find a partner who could help them reach it. They knew this ambitious new goal would be a challenge, and they lacked confidence in their previous digital marketing partners.
Meanwhile, YellowHammer had been working with Nordstromrack.com’s sister company, Hautelook, and had been producing incredible results for the flash-sale driven site. Nordstromrack.com began testing Facebook advertising through YellowHammer. The results? Consistent performance above Nordstromrack.com’s monthly goals.
Leveraging first-party data, YellowHammer created multiple look-alike data sets based on previous Nordstromrack.com purchasers. The team tested a wide variety of strategies across Facebook and display to find the best-performing combination of demographic targeting, creative, and inventory. Facebook returned significantly higher performance over display, so the campaigns were optimized to focus on the Facebook ad suite (right-hand side, mobile and desktop newsfeed, carousel, and canvas ads).
Featuring compelling products was an integral component of YellowHammer’s success with Nordstromrack.com. YellowHammer found a number of unconventional, yet successful tactics for reaching the right customers, discovering new audiences with an appetite for Nordstromrack.com’s products in the process. With YellowHammer’s multi-variate testing engine, the team was able to test hundreds of products and concentrate on the ones that clicked well and yielded the most transactions.
The four-plus year partnership between Nordstromrack.com and YellowHammer resulted in impressive marketing sales figures. YellowHammer not only surpassed the client’s Cost Per New Buyer