Rue La La, by contrast, has for years prioritized its in-app experience, with half of its conversions coming from authenticated mobile members.
Rue La La uses Signal to provide data to personalize landing pages for desktop and the mobile web. The experience will vary, for instance, depending on if a shopper visits to learn more about Rue La La or to capitalize on a deal.
“Layers of information are really important to us, and so is granularity in targeting,” said Chang, adding logged-in or “credentialed” users ultimately improve the experience for all members. “Understanding your intent … [helps us factor] that into average cost for acquisition and potential lifetime value, and how long it will take you to become a purchaser.”
Chang said Facebook performs solidly for Rue La La, but the platform can be tricky for some retail advertisers to master since they need to ensure they’re benchmarking against the right KPIs to reach their desired outcomes.
“It’s important to understand, ‘Are you trying to drive engagement, revenue or new member acquisition?” she noted. “Knowing your ROI targets and having very specific goals in mind are very important.”