Retail Media Partnership Success: Teknosa & GoWit Case Study
Case Studies
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6 min read
Leading electronics retailer Teknosa launches its own retail media ads platform in partnership with GoWit.
Many years of digital advertising experience came to life three years ago with our start-up, GoWit, giving us the chance to show our industry know-how and competence. Now it’s time to delve into the remarkable journey of the collaboration between a pioneering force in Retail Media, and Teknosa, Turkey's leading multi-brand electronics retailer.
As we keep our mission of enabling marketplaces to have the independent advertising platform needed, our customers have been successfully exploring and operating with the best version of their insights and data flows through our white-label product solution, GoWit RMA (Retail Media Ads), for some time now. Our core solution is making the most of first-party data and transforming it into a whole new advertising revenue stream. By integrating RMA, sellers on the platform simply target consumers by combining their first-party data, displaying relevant ads and delivering personalized experiences.
Navigating Retail Media Success
Teknosa demonstrated that Sponsored Product Ads significantly influence customers' purchase decisions, resulting in a significant increase in the number of items sold.
Through their data-centric approach, the retailer exemplified how harnessing the power of analytics and strategic ad partnerships can lead to exceptional sales results in the world of retail.
With a common focus on providing cutting-edge advertising solutions for the sellers, this partnership aligned perfectly and Teknosa's vision of "technology for everyone" resonated strongly with our own mission. This partnership not only leveraged our collective strengths but also created a synergy that further solidified our commitment to providing technology solutions.
“Anyone can start setting up advanced advertising campaigns with this platform. GoWit RMA is really the “ad platform for all". With a user-friendly interface, real-time reporting, detailed advertising guide, RMA platform exceeds expectations.”
Emir Yıldırım
Monetization & Business Development Assistant Manager at Teknosa
Teknosa's online customer base significantly influences physical store visits, driving increased foot traffic. This omnichannel connection engages not only their digital customer base but also yields substantial results in the offline market, strengthening their position.
Given the size of their online customer community, it was the ideal moment for a Retail Media partnership. This collaboration gives brands exactly what they needed: data management for better contextual & behavioral targeting, different ad types across channels, closed-loop attribution and transparent reporting for better optimization.
As Emir notes:
“Even with a single advertising campaign, brand visibility has increased greatly.”
Unlocking Retail Media's Potential
Marketplaces hold a very strong customer potential. This power includes their online presence as well. Now when people desire to shop, look for a product, they are immediately approaching the online websites of marketplaces. For this reason, when developing the GoWit RMA product, we wanted to evaluate the customer traffic of the marketplaces and offer their digital advertising places to their brands, enabling them to generate a new and strong source of income.
Leveraging the strong online presence of our partner, this collaboration has paved the way for a fruitful partnership. Through our self-serve platform, Teknosa gains the ability to deliver diverse advertising opportunities across various ad spaces, enabling their partnered brands to boost both their sales figures and brand recognition.
This advertising partnership is rooted in several key factors, including the conversion of potential customer traffic into profitable outcomes, effective ad monetization, increased conversions, along with the visibility for partnering brands. Together, these elements work synergistically to optimize the sophistication of results and unlock mutual growth opportunities.
According to Teknosa:
“Brands immediately experienced a drastic uptick in conversion rates and found what they hoped for from the platform in terms of sales and overall brand improvement.”
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From Vision to Reality: Tracing the Success
After a successful integration process, our partner was able to launch their own white label native advertising solution, testing the platform with several household brands before introducing it to the public.
Using GoWit RMA, Teknosa sellers crafted impactful advertisements that resonated with their audience, resulting in high CTR (Click-through rate), remarkable sales figures, and ROAS (Return on ad spend).
In general, brands that tested the platform successfully brought their products to the forefront of their target customers using Sponsored Product ads. In addition to increasing sales and traffic with the right category and keyword targeting offered by our platform, sellers got the chance to enhance their digital presence. Placing ads at the top of search results ensured maximum visibility, resulting in improved add-to-cart, cart-to-detail, buy-to-detail rates and the number of products sold per transaction also increased.
When we examined the reports of advertising campaigns in different product categories by about 30 different brands, we saw that Teknosa reached 100+ ROAS. This indicates the fact that for every unit of currency spent on advertising, they gained exceptional returns. With a CVR (Conversion Rate) of 2,65%, Teknosa's ad campaigns were successful in persuading a significant portion of their audience to take action as well.
With thousands of impressions, Teknosa maximized their brand exposure and reached a wide range of potential customers, increasing the likelihood of conversions each time.
Overall, the advertising campaigns have demonstrated exceptional engagement levels. And, the profitability of the ad campaigns has not only driven immediate sales but has also provided them with the means to reinvest in further advertising initiatives. This reinvestment has enabled them to expand their business horizons, explore new growth opportunities, and allocate resources to other areas of development.
*** Due to confidentiality reasons, the names of the advertisers and sales figures are not disclosed to the public.
Through The Eyes Of The Customer
As a result of the meetings we held with our partner, who provided valuable feedback throughout this process, Teknosa highlighted how straightforward and simple the integration process was. Plus, since our ad platform is white label, our partner was able to fully customise the product to precisely match their business needs from ground up.
Throughout this process, Teknosa has prioritized delivering a seamless user and shopping experience, and we remain dedicated to providing consistent service in this regard. Our platform boasts an impressive average response time of 8ms and a remarkable 100% uptime. These key metrics ensure that our users can effectually interact with our platform and receive prompt feedback. Since the inception of our partnership, both Teknosa and our advertisers have enjoyed uninterrupted and efficient performance, leading to heightened user satisfaction and increased engagement. The exceptional 100% uptime of our platform is a testament to GoWit's unwavering commitment to reliability and the provision of uninterrupted services.
Teknosa has underlined the advanced documentation on our platform. They have also highlighted that campaign data, visible and controllable by both marketplace and advertisers, is continuously updated in real-time and reported transparently.
“The advertising revenues of Teknosa, which has also received positive feedback from its brands, have definitely increased and we expect it to continue doing so, especially during peak seasons such as holidays & special days for brands that evaluate advertising campaigns well.”
Emir Yıldırım
Monetization & Business Development Assistant Manager at Teknosa
An on-going support during and after the integration process, quick feedback given by the technical team, and mutual communication between both parties were among the key points given. We observe that Teknosa, which expresses that it feels like a part of the team rather than an advertising partner, has achieved an ultimate campaign success that exceeds expectations.
Our partner, supporting the continuous development of the RMA product with the team, is breaking new ground on their Retail Media journey and we will be delivering the future results with transparent data. At this point, more and more brands have already started benefiting from the RMA platform in terms of increased sales, views and ROAS.
The timely initiation of our advertising partnership with Teknosa has not only been fruitful for the partners involved, but has also provided valuable advertising insights for other e-commerce companies and marketplaces. This partnership has proven to be a compelling testament for generating additional revenue streams. These campaign results shed light on key opportunities and new sources of income in the industry.
Looking forward to the days where we present the success of Retail Media ads at every digital point with more and more marketplaces…
- Reference: Teknosa Ads Report. Accessed May 2023.
Aysu Altuntaş
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