Slipping into the Perfect Holiday Campaign

With less than a month before Black Friday, Shiekh Shoes asked AdRoll to help with their holiday promotions. Shiekh also needed support for its newly acquired sites: Karmaloop, Plndr, and Kazbah.

Shoehorning Sales with the Holidays at their Heels

Shiekh Shoes was ready to win new customers and engage past buyers for the holidays—but after a negative experience with a former digital marketing vendor, the company was hesitant to make any large-scale changes right before peak season.

“Our holiday season kicks off with back-to-school and continues from Halloween on, so we start to ramp up in June and July,” said Theo Gallo, Director of Ecommerce at Karmaloop/Shiekh Shoes. “During the holidays, I don’t want to test or try anything: we need to stick to what’s working and what’s solid.”

However, Gallo was brought on board in November and “knew right away that we needed AdRoll in our arsenal of tools to help turn things around.”

The AdRoll team was confident it could deliver success on a set budget—even though it was so close to a busy holiday season. A week before Black Friday, they launched AdRoll Attract and Convert on the web and Facebook.

“We saw a 20% lift in ROI, and as time went on, we optimized our spend to get amazing results, which we have now done on a consistent basis month-over-month,” said Gallo. “We thought we set the bar high in the past, but now we’re at a point where we’re getting better results than ever.”

As an expanding company, Shiekh values vendors that can step in as strategic partners as the company purchases other sites, such as Karmaloop, Plndr, and Kazbah.

“I like that there’s a deep partnership with my AdRoll team,” said Gallo. “AdRoll’s dedicated account reps and support team come to me with great ideas on initiatives and strategy. This is especially helpful during our busiest time of year, since my team is lean and our acquisitions are demanding a larger workload. I feel confident there is someone watching out for us.”

The Shiekh team is now lacing up for the holidays once again. After last year’s success, they plan to invest heavily with AdRoll this coming holiday season. “Part of our strategy is to make bigger splashes with new products—we have a new shoe coming out,” explained Gallo. “We will be doing more with AdRoll Attract, going deeper with our retargeting efforts for customers that we haven’t heard from for a while, and running our social media campaigns through AdRoll for Instagram.”

About Shiekh Shoes

Shiekh Shoes is a footwear and apparel retailer founded in the 1990’s. Shiekh now operates more than 130 West Coast stores, along with a rapidly expanding online retail business.

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