Though mobile represents a smaller fraction of online traffic for the Forever 21 brand than desktop at present, “I am seeing that it’s increasingly [driving] a lot more traffic and page views,” Florendo commented. “We started our mobile campaign last week [with Sociomantic] and it’s converting pretty well for our desktop version and I’m also driving traffic to our mobile site” using the tool.
Because Forever 21 is running Google Enhanced Campaigns, “I’m [already] spending that money so I have to make sure I have the remarketing campaigns set for the mobile site also.” Florendo said the brand also runs remarketing campaigns on Facebook because it has more than 8 million fans on that social platform.
“Right now we’re working with Sociomantic to open up our [reach on Facebook] and get more out of different ad units on Facebook,” he said. Forever 21 next will run dynamic creative in the newsfeed to get in front of the 16-34 demographic of Forever 21 customers, a majority of whom are Facebook account holders, he said.
Right now, Florendo said his target goal is to drive better, qualified traffic to the website and augment mobile into everything the brand tackles. “For now, it’s learning and expanding some more, especially now that we’re also working with a new testing tool,” he said. “Once we get there, we’ll tie testing from Sociomantic to potentially create a different landing page for each customer” or go after shopping cart abandonment through personalized offers.
He added, “Most of the time, customers go to the website through a paid search or display campaign that I ran … [A]t the end of the day, [I want to] increase that return on ad spend and conversion.”