Primor, taking advantage of its competitive advantage of low prices is securing its visibility in mid-funnel marketing channels to maximize their conversions
Primor, a leading perfumery chain in Spain founded in 1953, operates 250 stores across Spain, Portugal, Andorra, and Italy, offering 14,000 products at accessible prices. In collaboration with Twenga, a price comparison site and CSS Premium, Primor has optimized its Google Shopping ad campaigns to boost incremental sales through Twenga’s proprietary bidding algorithm. This partnership has led to significant growth, with an 18% annual increase in sales from January to May, a 54% increase in Black Friday sales year over year, and a 28% increase in clicks from 2022 to 2023. The strategy includes constant communication, algorithm integration, and targeted marketing to ensure the best possible ROI and effective customer acquisition.
About Primor:
- Description:
Primor is a leading chain of perfumeries in Spain, established in 1953 in Málaga. It offers 14,000 products and is known for accessible prices and a wide range of top brands. - Markets: Operates 250 stores in Spain, Portugal, Andorra, and Italy.
- Headquarters: Málaga, Spain.
- Website: https://www.primor.eu/es_es/
About Twenga:
- Description: Twenga is a Premium CSS that supplements merchants’ strategies on Google and Bing Shopping ads through its proprietary bidding algorithm, which drives incremental sales with no overlapping with any other strategy.
- Markets: Portugal, Spain, France, Italy, Switzerland, Germany, Austria, Poland, UK, Ireland, Netherlands, Belgium, and Sweden
- Headquarters: Paris
Goal:
Diversify the acquisition of quality traffic mainly through the Google Shopping Ads channel and Price Comparison site: http://www.twenga.es: Incremental sales ensuring that their other own channels were not affected.
Approach:
- Since 2021, Primor, in collaboration with the AWIN affiliate platform, shares a perfectly optimized product catalog according to Google’s criteria so that Twenga can run a parallel and supplementary campaign to their own.
- Thanks to Twenga’s algorithm, the campaign was optimized by seeking opportunities where Primor’s strategy did not reach, contextually showing Primor products in auctions where, until now, they did not participate.
- Primor shares its marketing strategies with Twenga on a recurring basis so that it is coordinated with the company’s general objectives: generate volume at the best possible ROI and focus on key campaigns.
- We helped with the expansion in Portugal in the third quarter of 2023.
What Primor says about Twenga:
Twenga is a strategic partner for Primor. We have been working with them for several years, and they are always available to assist with both commercial and technical aspects, providing various optimizations. They are closely aligned with our overall objectives and adapt in a flexible and transparent manner.
Estefania Vargas Repiso
Traffic Acquisition Manager- Primor
Results:
- From January to May, +18% annual growth (2023 vs. 2024); +54% Black Friday sales 2022 vs 2023.
- Improvement in average basket: +17% YoY with a focus on Black Friday.
- After implementing our new algorithm, the conversion rate improved by 0.35pp.
- +28% clicks YoY 2022 vs 2023.
Tools Used and Optimizations:
- Constant communication with the client about campaigns and promotions to adjust the manual campaign.
- New algorithm integrated in November 2023 focused on improving the conversion rate.
- Real-time sales reporting via the AWIN interface for better campaign management and help from the Account Manager.
- CPA (Cost Per Acquisition) – % commission on the sale identified.
+18%
Sales Value YoY
+0.35pp
Conversion Rate YoY (after new algo)
+17%
AOV YoY
Key Takeaways:
- In a vertical as competitive as perfumery, Primor, and its positioning in accessible prices, determined that Shopping Ads and Price Comparators are one of the most efficient channels for acquiring new shoppers.
- Proprietary bidding logics from different CSSes with different technologies help the client generate sales in uncharted opportunities by their internal campaign.
- Thanks to CSS, Primor increased its presence in Shopping Ads and improved the global ROI of the channel.
- The integration of the client in our Price Comparison www.twenga.es generates new organic traffic not only from SEO but also from Shopping Ads to a page showing different offers from different advertisers. This type of user, who is exploratory and price-sensitive, is the best target segment for the client.
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