The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
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Sephora paid an initial implementation fee to Translations.com and now pays a weekly fee based on the number of words the vendor translates each week, the number of hours Translations.com spends on the site or spends translating marketing e-mail. Sephora works with Translations.com every day for its translation needs, Vinci says.
The results: The French Canadian site has experienced double-digit growth in sales, conversions, traffic and click-through rates each month since its October launch.
One of the best sales-driving marketing campaigns for the site was an e-mail promotion for a sale on Boxing Day, the day after Christmas that is a holiday in Canada and a popular shopping day, Vinci says. Sending that e-mail in French helped the retailer reach shoppers who prefer French, encouraging them to transact in their native tongue. And that makes Sephora's new site one valuable language lesson.