Marin

M and M Direct

Case Study

MandM Direct Drives Volume through Better Bidding

  • 32% increase in orders
  • 30% increase in revenue
  • 15% decrease in cost per order
  • Time savings of 1 day per week

  • About MandM Direct

    After beginning as a catalog business in 1987, MandM Direct is now one of the largest off-price retailers in Europe with over 1.3 million active customers and 50 million website visits a year. They have local websites covering the UK, German, French, Austrian, Dutch, and Polish markets, and they ship to another 20+ countries worldwide. To drive traffic to their websites, MandM Direct relies on large-scale yet localized paid search programs.

  • Many Categories, Little Control

    With clothing and footwear items from over 100 of the biggest brands, MandM Direct is responsible for promoting a wide variety of categories. They previously used a platform that only provided a portfolio-based bidding solution, which forced MandM Direct to bid to the same CPA goal across the entire account. This was problematic because it ignored the separate business goals MandM Direct had for each category. MandM Direct could only see a blended CPA, and had limited control to optimise their bidding strategy.

    As a retailer, MandM Direct also faces the challenge of vying for traffic during peak seasons when there is increased competition. They needed a tool that would help drive a high volume of consumers to their websites over the holidays. Finally, operating at an international scale requires the MandM Direct team to translate and build out localised ads, a time-consuming process. They were looking for a solution that would boost productivity and save precious hours.

“Even after onboarding, Marin has continued to provide impressive support and service. They are always available to answer questions and help us improve our programs. We’ve seen great results so far, and I know Marin will be a key partner in achieving our future goals as well.”

-Tom Goode / Digital Marketing Manager / MandM Direct

  • Driving Volume through Better Bidding

    MandM Direct chose Marin Software largely due to its proven, patented bidding algorithm. Unlike other solutions, Marin allows advertisers to organise keywords into separate folders and set bidding objectives at the folder-level. MandM Direct chose to organise keywords by product category, and then set CPA targets for each. This afforded MandM Direct the flexibility and control to optimise bidding in a more targeted way that takes into account product line, seasonality, and keyword type.

    MandM Direct also leverages bidding folders to react to changes in seasonal demand, promotions, and competition. For example, during Black Friday week the team applied targeted bid boosts on specific folders. The strategy worked to immediately drive volume during the critical holiday season. And with around 100,000 keywords under management in the UK alone, MandM Direct also utilises Marin alerts to notify the team of any errors, outliers in performance, or other areas requiring attention.

“Marin’s bidding algorithm has been a game changer. Now we are able to optimize toward specific CPA goals by product category, and quickly adjust to any changes in seasonality or promotions. This has been the key to our success in driving volume at a lower cost.”

-Tom Goode / Digital Marketing Manager / MandM Direct

  • Immediate Results & Holiday Success

    Since using Marin Software, MandM Direct has seen immediate lifts in performance along with significant time-savings. The team now saves approximately one full day of reporting each week – time they can reinvest into translating and expanding campaigns into other languages and countries. MandM Direct’s results have been particularly strong over the holidays. Year-over-year during Black Friday week they achieved the following results:

    • 32% increase in orders
    • 30% increase in revenue
    • 15% decrease in cost per order