Kiabi Doubles ROI Thanks to More Efficient Retargeting

Kiabi opened its first store in Roncq, in the north of France, in 1978, forever changing French off-the-peg retail by introducing the first low-cost fashion concept for the whole family. Kiabi has since grown into a network of 563 stores in 22 countries around the world, with a turnover of 2 B Euros and 2.4% growth. An in-house team provides designs that channel simplicity, universality, and joie de vivre. In 2000, Kiabi became a web pioneer by launching its innovative e-store, which serves 27 countries.

Having become dissatisfied with the performance of their existing retargeting provider, Kiabi faced the dual challenge of driving both profitability and volume in the ultra-competitive market of affordable fashion. Kiabi decided to entrust RTB House with delivering the ambitious target of two times more return on investment than the previous provider across three markets—France, Italy, and Spain.

RTB House brought its significant expertise in fashion and a dedicated team to set up a retargeting campaign with a winning ensemble of creatives proven to drive results. As Kiabi sells its own products, as well as those of third-party vendors through a marketplace model, we ran two distinct campaigns. RTB House helped Kiabi to drive conversions without overlooking the retention of valuable existing ones, always making sure that this was achieved through brand-safe placements. Thanks to our Deep Learning-powered technology, engaged users who see our banners convert more frequently, and have a higher average order value. Thus we were able to reach Kiabi’s performance targets swiftly.

Kiabi was impressed with the results of the campaigns and duly increased the budget going forward. The retargeting campaign, for example, saw a budget uplift of 200% after the first year. We delivered on Kiabi’s objective of two times greater return on investment and increased the sales volume by 3.5X between April 2022 and April 2023 (compared to April 2021 - April 2022). RTB House is now working with Kiabi on different marketing campaign strategies—Prospecting, Branding, and In-app.