Case: Torfs campaign

By Ann-Sophie Van Camp

Cake campaigns allow retailers to set up acquisition and/or loyalty campaigns with accurate targeting based on previous purchase behavior. We take a closer look at Torfs’ campaign.

Schoenen Torfs was founded in October 1948 and is a 100% family business. Since then Schoenen Torfs has more than 70 stores in Flanders and since April 2018 you can also find Torfs in the Walloon town of Dinant and Marche-en-Famenne. On the webshop you can shop 24 hours a day, both in Flanders, Wallonia and the Netherlands. Since 2006 Torfs has been elected annually as Best Retailer of Belgium in the category shoes. At Schoenen Torfs you will find more than just shoes, handbags and accessories. 

The campaign

Several campaigns for Torfs have been running in the Cake app. This case study takes a closer look at the acquisition campaign that ran from February 16 to June 30, 2021.

In this campaign, a discount was offered to new Torfs customers. These were defined as Cake users who did not make any payment at Torfs in the last 3 months. The cashback discount that these new users received on their first purchase was €7.50 with a payment from €50. The discount was valid both in stores and in the webshop.

Results

“Cake is a very successful tool for Torfs to reach new customers. The conversion rate is a lot higher than similar marketing initiatives to attract new customers.”

Lise Conix, Schoenen Torfs


6,44% Conversion

With the targeting Torfs had set at the start of the campaign, about 60% of the total Cake user base was a potential new customer. These users were therefore shown the Torfs offer in their Cake app. Of all the users who received the offer, 6.44% proceeded to make a purchase.

€112 Average shopping basket

The €7.5 discount was only valid on purchases from €50. The average shopping basket of Cake users who used the offer was more than double at €112.

Each commercial partner determines the conditions that apply to get a cashback Reward. This depends on their own objectives. Based on those conditions the Cake app will automatically screen all anonymized bank transactions. If you as a Cake user, based on your transactions, fall within the target group then you will get to see the Reward offer in the app.

13,5 ROAS

Cake works on a no cure no pay basis. As a commercial partner, you only pay for the conversion of new customers who actually respond to the cashback offer. For Torfs this resulted in a ROAS (Return on Ad Spend) of 13.5. This means that for every €1 invested in the campaign, a turnover of €13.5 was generated.

12% Conversion rate among 35 to 44 year olds

The Cake campaign dashboards allow for detailed and real-time follow-up of the campaign. Within the target group of 35-44 year olds, an average of even 12% converted to a purchase.