How Migros Sanal Market increased ROAS by 20%

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‍About Migros

Migros Sanal Market, Turkey's first virtual market application and offering door-to-door delivery service for all products that customers can find in a Migros store since 1997, is the largest and most widespread food e-commerce site in Turkey, pioneering its applications and developing the market.

About SEM

SEM is a leading, data-driven digital marketing agency specialising in digital transformation. 

SEM’s diverse client portfolio includes many ecommerce companies. Established 15 years ago, SEM uses performance marketing, brand marketing, SEO, data intelligence, and web analytics to create innovative solutions for each customer. SEM combined data and technology to develop a deep understanding of customer interactions and build custom weights at each step of the customer journey. SEM was able to obtain a comprehensive picture of customers’ behaviour, delivering a highly effective marketing strategy.

‍The Challenge 

Migros is a food retail company that has 5 different brands in it. These brands are Sanal Market, Macrocenter, Migros Ekstra, Migros Hemen, and Tazedirekt. Leading 5 different brands across different platforms is a huge challenge to control for both Migros and SEM. Creating and organizing feeds for different platforms is time-consuming. These feeds need to be up to date all the time since the Sanal Market and Macrocenter also have physical stores. That’s why the stock level in different stores brings a whole other level of complexity to their feeds. 

The Action

We identified the gaps between feeds and requirements across platforms. Additionally, we make analysis to define how to segment products by utilizing custom label fields.

Missing Values

• Missing fields and the fields having wrong values are identified and fixed by appropriate rules - e.g. HTML tags removed from description field, google product category field created

Availability Rate 

• Since Migros is serving lots of products in physical and online stores, it is hard to show accurate stock information in ads. To increase the sales of products and the efficiency of ads, availability rate is created to exclude products that are under a certain stock level.  

Product Categories

• Migros has a huge range of products from technology to fresh vegetables. To have better efficiency in ads, products are segmented based on their categories.

Google Analytics

• With the integration of Google Analytics, the best-seller products have been defined by using key performance metrics such as unique purchases and conversion rates. Automatic rules are used to highlight "best seller'' products, allowing Migros and SEM to place greater bids on these items.

The Result 

Thanks to the custom-built availability rate system, the marketing team no longer has to worry about advertising unavailable products. Availability rate, product categories and best-seller labeling with Google Analyticcs played an important role in increasing ROAS by 20%. Furthermore, a total of 22 hours per month is saved by using CRwizard.

My favorite CRwizard feature is labeling products dynamically based on Google Analytics performance data. Thanks to CRwizard Analytics integration feature, we increased our ROAS by 20% with no effort. - Türkü Erus, Migros Online Digital Marketing Executive

‍We have achieved much better results with in our shopping and catalog campaigns that we used on Facebook and Google channels, by the CRwizard’s Custom Labels with Segmentation. Additionally we contributed to both campaign performance and user experience by showing relevant products to the right target audience, thanks to the availability filters. - İlker Uğurlu, SEM Account Director

‍Next 

Migros’s marketing team and SEM digital marketing agency are currently bringing more data to CRwizard in order to use the platform's other capabilities for more projects. They will use the “additional data sources'' feature to push their top 100 strategic products and location availability of all products.

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