Iconic New York Retailer Attracts Repeat Buyers with Retargeting

Bergdorf Goodman has been a New York landmark since 1901 and is synonymous with style, service, and modern luxury. The department store has a history of showcasing leading and emerging designers of fashion, accessories, jewelry, and home decor. It also boasts the standalone Goodman’s Men’s Store situated in the heart of Manhattan. In recent years, the company augmented its rich heritage with an ecommerce site featuring collections for women and men and exceptional online shopping experiences.

As a purveyor of luxury fashion items, Bergdorf Goodman is not looking to engage with the broadest possible customer base. Its challenge is to connect with people who can afford to make regular purchases of high-quality fashion products and then re-engage them time and again. RTB House was tasked with finding that balance. Bergdorf Goodman wanted a new display partner that could pull in buyers and increase overall revenue. Our challenge was also to re-engage and reconnect with infrequent users, and to show a robust return on ad spend (ROAS), so we proposed retargeting to achieve this.

RTB House was added as a retargeting partner to complement Bergdorf Goodman’s existing marketing stack and elevate the overall results of their display activities. We started by introducing a retargeting campaign that utilized our Deep Learning-powered personalization engine to show site users product recommendations that they would truly love and want to buy.

Bergdorf Goodman runs regular sales activities, which we highlighted with promo boards and banners that grabbed user attention even in the crowded online space. Sales events were also an opportunity for RTB House to add urgency into the purchasing journey and accelerate conversions—particularly among buyers who want to take advantage of offers.

The power of campaigns run by RTB House was immediately visible to Bergdorf Goodman. Prior to the campaign, they had been running display activities without a dedicated retargeting partner. After the first month of activating RTB House retargeting campaigns, Bergdorf Goodman saw an incredible 741% increase in revenue from their display program and a six-fold increase in ROAS.

Working with a partner has also brought other benefits. In the first year of working together, the dedicated RTB House team has become an integral part of the Bergdorf Goodman display program, developing campaign strategies, preparing for sales events, and creating banners that engage users and increase revenue. This service, augmented by Deep Learning automation, has freed up the Bergdorf Goodman team to spend more time strategizing and considering ways in which the iconic brand can continue to evolve.