Online retail is more crowded than ever before, and marketers have their work cut out for them to help their brands stand out from the crowd, attract new customers, and – even more crucially – keep them.

At this year’s Marketing Week Live event from April 29-30 in London, we’ll share the stage with digital agency Red Hot Penny to explain how we’ve worked together to create outstanding retargeting campaigns, based on data-driven insights, for their clients in the ecommerce space, like Swedish watchmakers Larsson & Jennings.

Retargeting is a clear winner for retail brands because of its high ROI and easy set-up, but being proactive about leveraging customer insights? That’s another battle, one that becomes even more important during busy moments on the retail calendar, like Black Friday.

When every retailer out there is ramping up their advertising to reflect the sales and discounts available during seasonal sales like this, brands need to do more to stand out from the competition. That’s where intelligent retargeting, that takes into account detailed insights into a brand’s particular customers, comes in.

During Black Friday weekend, Red Hot Penny knew they’d have to create a targeted campaign to cut through the noise of Black Friday and actually reach customers. The team at Red Hot Penny already knew that Larsson & Jennings’ main customers were men between the ages of 18 and 30, but we worked together to build an even more in-depth picture of the typical customer, like the fact that he tended to buy within the first week of interacting with the brand. Red Hot Penny was able to use this insight to develop a retargeting campaign designed specifically to reach ‘shopping basket dropouts’, with tailored ads for that audience.

By refreshing banner ads with tailored offers such as a time-limited discount and free delivery – something Larsson & Jennings don’t normally offer – we made sure the watchmakers’ campaign stood out, with truly stand-out results. This campaign delivered a whopping 30x ROI on Larsson & Jennings’ retargeting spend during the notoriously busy Black Friday and Cyber Monday weekend.

The lesson for brands is clear: the best way to stand out from the crowd is to know your audience inside and out, so that you can be sure every ad is delivering the right message to the right person.

Find us at Marketing Week Live – Stand MD30, along with Red Hot Penny, to find out more about how data-driven retargeting can make a huge difference for brands in even the most crowded landscapes. We’ll be giving away this amazing watch so be sure to make time to visit our stand!