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.
Overall sales also increase as the company produces a profit.
E-commerce sales made big strides in the first quarter for shoe manufacturer Skechers USA Inc.
For the quarter ended March 31, Skechers, No. 471 in the Internet Retailer Top 500 Guide, reported:
- Online sales of $6.1 million, a 24.5% increase from $4.9 million in Q1 2012.
- Total sales of $451.6 million, a 28.6% increase from $351.3 million in the prior year quarter.
- Net income of $6.7 million compared with a net loss of $3.7 million in the same quarter last year.
- Web sales accounted for 1.4% of sales for the quarter, no change from Q1 2012.
The sales increase, Skechers says, came mainly from footwear in its Performance division, which are designed for fitness walking or running. Skechers says its domestic and international wholesale business and company-owned retail stores experienced double-digit sales growth, too.