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Case study

GLAMI

August 8, 2024
A person standing indoors holding a tablet. There is a rack with jackets in the background.

The goal

GLAMI, a leading European fashion discovery platform, aggregates millions of products from thousands of e-shops across 14 countries. With over 40 million monthly visitors, GLAMI offers a seamless shopping experience by connecting customers with brands and e-shops in one place. This is done by leveraging artificial intelligence to categorize products and create personalized selections.

The goal was to increase Gross Merchandise Value (GMV) for GLAMI partners by incrementally reaching shoppers in the Czech Republic, Slovakia, Romania, Hungary, Greece, Turkey, Bulgaria, Slovenia, Croatia, Spain, Lithuania, Latvia, and Estonia. That’s why GLAMI leveraged Shopping Campaigns with Microsoft Advertising.

The solution

Aleph Group, in collaboration with GLAMI, developed Feeds using Microsoft Merchant Center. To begin, they tested Shopping Ads in one geographical location. Due to the positive results, this strategy was applied across additional markets.

Moreover, leveraging existing Universal Event Tracking (UET) implementation and sufficient conversion data, GLAMI and Aleph adopted tCPA (target cost-per-acquisition).

To further enhance profitability, GLAMI, with the support of Aleph’s performance team, employed tROAS (target-return-on-ad-spend) in the Shopping campaigns instead of traditional bidding strategies. This approach led to highly successful outcomes.

In just one year of leveraging Microsoft Shopping, we saw an increase of 130% of sessions year-over-year (YoY). Additionally, Microsoft Shopping generated 76% more orders for our partners YoY by using all Microsoft Ads channels totaling in +60% more GMV YoY for our partners.

— Arkadiusz Mokrzycki​, Performance Marketing Lead​, GLAMI

The results

The results were outstanding. With Microsoft Shopping, GLAMI achieved a 130% increase in sessions—in just one year. GLAMI also generated 76% more orders for their partner YoY by using all Microsoft ads channels which created an additional 60% more GMV YoY for GLAMI’s e-shops and brand partners.

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