Case study
Amazon DSP helps French manufacturer Groupe SEB increase sales in Belgium for their appliance brands
Groupe SEB is a leading global manufacturer of domestic appliances and cookware. Founded in 1857 in France, the company has since grown to become a major player in the industry for small domestic appliances. Groupe SEB owns several well-known brands, including Tefal, Krups, Moulinex, Calor, Rowenta, and WMF, among others.
In summer 2022, Groupe SEB set their sights on increasing sales for two of their most popular brands on Amazon: Calor, renowned for their ironing products, and Rowenta, known for their high-performance vacuum cleaners. Although there was no dedicated Amazon website for Belgium at the time, Groupe SEB collaborated with Amazon Ads to launch a campaign aimed at shoppers in Belgium by leveraging Amazon audiences from Amazon’s Germany, Netherlands, and France websites.
The strategy was to drive return on ad spend (ROAS) by engaging audiences who were looking at Calor and Rowenta products across the Amazon store in Germany, the Netherlands, and France.
Untapping audience potential for Calor and Rowenta
After conducting an in-depth analysis of audience behavior, it became evident that both Calor and Rowenta possess substantial untapped market potential within the floor care segment. A considerable number of consumers from the Netherlands and France had yet to explore these brands on Amazon, highlighting a promising opportunity for growth and expansion.1
To reach these audiences, Amazon Ads used the following three methods:
The first method relied on customer interactions with Amazon products, specifically focusing on unique identifiers known as Amazon standard identification numbers (ASINs). Thanks to Amazon’s retail first-party insights, Amazon Ads was able to engage customers who visited the Amazon store and browsed for both brands or peers within their respective categories, and also exclude past purchasers of both brands or specific peers. This strategy was implemented around the time of Prime Day to benefit from the deal period.
The second method was based on contextual factors, where Groupe SEB advertised directly on Amazon category pages. For example, for Calor, they engaged with results pages for irons, steam generators, kitchen and home, small household appliances, etc. This strategy was also tested before and during Prime Day to boost sales.
The third method was based on behavioral signals, where the campaign engaged those audiences who had viewed any vacuum cleaners or their categories in the past 30 days. This strategy differs from the previous one as it was aimed at connecting with a wider audience that visited any product within the category vs. the ASIN strategy, which reached a specific brand or product. As a result, the approach of connecting shoppers to the websites of both Calor and Rowenta was utilized.
Reaching the relevant audiences with ads that resonate
Using regional audiences, the campaign was launched on the Amazon store across Germany, the Netherlands, and France, allowing Groupe SEB to reach shoppers in Belgium who had previously shown interest in household appliances. By specifying their audience based on geography, Groupe SEB was able to maximize the efficiency of their ad spend, ensuring that their message was reaching shoppers who were most likely to engage with their products.
To further optimize the campaign’s reach, Groupe SEB launched Amazon DSP campaigns, which enabled them to display ads across both Amazon-owned and third-party supply networks. Through this approach, Groupe SEB was able to connect with audiences based on their recent browsing activity, and deliver messages that were contextually relevant to their interests. By reaching customers who had already shown an interest in household appliances, Groupe SEB was able to increase their chances of conversion and drive additional traffic to their product pages.
As a result, the collaboration with Amazon Ads proved to be a strategic move for Groupe SEB brands Calor and Rowenta, providing them with increased visibility and high ROI in Belgium. The campaign achieved a total of 30 million impressions, reaching more than 600,000 unique users.2 The average CPM was recorded to be €0.85, representing a 61% decrease in comparison to the average CPM in the Netherlands and France.3 Furthermore, Amazon Ads effectively generated qualified traffic, resulting in 78,000 visits at a low cost, with an average cost per detail page view of €0.33.4
Moreover, the primary objective of the campaign was to increase sales, and the campaign successfully achieved an overall ROAS of 5.2. In other words, for each euro spent, the campaign brought in €5.20 in sales, surpassing the Netherlands benchmark in 2022.5
Finally, the success of the lower-funnel campaign also led to the launch of an upper-funnel campaign to drive brand awareness and consideration. The results show that the Amazon DSP campaign was effective in driving sales on other marketplaces, with almost 30% of Groupe SEB sales from Amazon stores in Germany, the Netherlands, and France being driven by the Amazon DSP.6
1 Amazon internal data, DE, NL, FR, 2022
2-6 Amazon DSP, 2022