Finish Line scores big sales with Bazaarvoice Shopper Advertising

Company profile

Finish Line Athletic footwear, apparel & accessories, fan gear

Bazaarvoice Solution

Bazaarvoice Shopper Advertising

Bazaarvoice Conversations

About Finish Line

Finish Line, Inc. is a leading athletic retailer offering the best selection of brand name footwear, apparel and accessories. The company operates more than 660 stores in 47 states and online at FinishLine.com.

Web link
www.finishline.com

Summary

Bazaarvoice created custom Shopper Segments using its first-party shopping data to help Finish Line sell more college football hoodies during the peak holiday shopping season. In an A/B test, Bazaarvoice's first-party data performed significantly better than segments built on traditional third-party data.

Smarter targeting of real-time shoppers drove better results

To help Finish Line sell more college football hoodies during the peak period of holiday shopping, Bazaarvoice brought its A game – custom Shopper Segments specific to Finish Line built on our first-party shopping data. Bazaarvoice sourced Finish Line’s custom Shopper Segments from its network of more than 700 million active shopper devices engaging with consumer-generated content – including ratings and reviews, questions and answers, photos and videos, and more. In a head-to-head A/B test, segments built on Bazaarvoice first-party data performed significantly better than segments built on traditional third-party data.

Campaign details

Bazaarvoice identified active shoppers in-market for athletic apparel to create unique Shopper Segments that were highly specific to Finish Line’s shopping audience, then served display ads directly to those shoppers across the web.

  • 20-day campaign flight (November 25th through December 15th, 2015)
  • A/B test with all other conditions held constant:
    • A group: Custom Bazaarvoice first-party Shopper Segments targeting college fans actively shopping for men’s athletic apparel
    • B group: Off-the-shelf audience segments for men’s athletic apparel purchased from a major third-party data vendor

“We’re open to trying new, innovative approaches, with an eye towards improved results. Bazaarvoice made it simple to get the campaign off the ground in a few short weeks and more importantly, was able to clearly demonstrate results with their unique reporting,” said Lora Loesch, Director of Digital Finance & Paid Marketing at Finish Line.

Bazaarvoice collects insights from shopper activity across the Bazaarvoice network comprising 6,300 brands and retailers selling 90 million unique consumer products to more than 700 million monthly shopper devices. These insights allow us to create highly specific custom audience segments, empowering you to efficiently reach and engage your target audience.

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