Last year, Alex and Ani turned to eBay Enterprise®, an eBay Inc. company, to help drive sales and achieve higher ROI through its Facebook ads. Between Thanksgiving and Cyber Monday, the company’s Facebook ads drove $1.6 million dollars in sales.
Alex and Ani is a retail pioneer in corporate consciousness with its sustainable initiatives and creation of high quality, hand-crafted jewelry. It generated more revenue through Facebook on one peak day than the previous year entirely.
eBay Enterprise partnered with Kenshoo Social, an advanced technology platform, to optimize Alex and Ani’s highly targeted social marketing campaign. The retailer currently leverages several eBay Enterprise commerce offerings, including the robust flexibility of Magento Enterprise Edition to customize and extend its ecommerce efforts with best-of-breed capabilities such as its Marketing Solutions programs Affiliate, Search and Paid Social to exceed its online goals.
“The strategies and best practices championed by the eBay Enterprise Marketing Solutions team helped drive insights that refined our Facebook advertising program, making it a force for our direct response goals,” said Ryan Bonifacino, vice president of digital strategy at Alex and Ani. “The Kenshoo Social platform coupled with our team at eBay Enterprise gave us the horsepower that allowed Alex and Ani to come out of the gate strong during the second half of 2013, and we plan to continue to scale our investment in Facebook advertising as a result of the performance we’ve seen.”When comparing performance of Facebook ads for the six months before and after launching with eBay Enterprise, Alex and Ani noted significant performance gains. ROI increased by 80 percent while revenue saw an unprecedented 4,388 percent boost. Additionally, average order value rose from $14 to more than $75 – an increase of 434 percent. “Because we specialize in search for commerce driven brands like Alex and Ani, we utilize cross-channel teams that enable us to rapidly move funds between media channels,” said Jorie Waterman, head of performance channel delivery for eBay Enterprise Marketing Solutions. “This approach lets us get the most effective ROI and efficiency out of our clients’ media dollars. With Kenshoo’s tightly linked, highly advanced paid search and paid social advertising platforms, our team can always drive the best possible results for our clients.”