Eco-friendly jewelry retailer monetizes social commerce on Facebook
KING OF PRUSSIA, Pa., March 20, 2014 – 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 commerce 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 by $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.”
“Alex and Ani believes in the power of positive energy to improve social consciousness which is evident in their offerings and consumer experience. Their mission inspired us to develop effective strategies and campaigns through our suite of marketing solutions to extend their reach and drive revenue growth while maintaining their brand integrity,” said Steve Denton, vice president of eBay Enterprise Marketing Solutions. “We are excited about the results we have seen and know the opportunities for Alex and Ani are limitless.”
About Alex and Ani
Alex and Ani is pioneering its own definition of corporate consciousness with sustainable initiatives and the creation of high quality, thoughtfully manufactured pieces. We are committed to building a culture that focuses entirely on mindful actions. Our products are hand crafted in America. Our stores are purposefully located on main streets to encourage growth in local economies. Our items are designed for longevity, as artisanal pieces that can be passed from one generation to the next. To us, sustainability is an essential idea that means contributing to a new way of thinking and acting that considers the wellbeing of our planet, our communities, and our individual paths. We empower individuals to actively create the world they want to live in. Alex and Ani’s ethos is living consciously, turning a lifestyle brand into a way of life.
About eBay Enterprise
eBay Enterprise is a leading global provider of omnichannel solutions, including commerce technologies, order management, retail operations and marketing services. Our comprehensive and modular solutions enable brands and retailers of all sizes to deliver consistent consumer experiences across digital and physical retail touch points throughout the entire purchase lifecycle by engaging potential customers, converting browsers into buyers and delivering products with speed and quality. Our expertise in commerce and omnichannel solutions provide our clients with the flexibility and control they need to accelerate sales growth and win with today’s digitally connected consumer. eBay Enterprise is headquartered in King of Prussia, Pa. and has major service offices in Austin, Barcelona, London, Los Angeles and New York. eBay Enterprise is an eBay Inc. (Nasdaq: EBAY) company. More information can be found at www.ebayenterprise.com and www.magento.com.