Crate & Barrel

Efficient Frontier Demonstrates Strong Performance for Crate & Barrel's Search Marketing Campaigns

Overview 
With over 160 spectacular stores in markets across the U.S. and a strong digital presence, Crate and Barrel (C&B) is one of the most recognizable retail brands in America . In order to continue the momentum of their significant growth and international expansion, Crate and Barrel wanted the best provider for online marketing technology and services.   Efficient Frontier (EF) participated in an extensive RFP process and, after careful evaluation, proved its value and was awarded the Crate and Barrel business.

Objective
C&B felt that their online search marketing campaign was not meeting their goals and was underperforming. They wanted a platform that solved the complexity of bid management in intricate retail campaigns and empowered their in-house teams to work more effectively.

Head-to-Head Test
Efficient Frontier participated in a head-to-head test with C&B's existing platform provider.  EF and the competitor were given identical budgets to manage campaigns with similar performance over a 3-month period. Whoever was able to achieve the biggest lift would be deemed the winner.

Results: EF Wins
Throughout the test period, EF displayed improving performance. The results demonstrated that EF delivered a 20% higher Revenue per Click than the competitor due to EF's portfolio based technology approach. As a result of EF's strong performance, C&B decided to enlist Efficient Frontier as their online marketing platform provider.

Excellent Performance Continued
Since taking on C&B as a client, EF has consistently raised C&B's search marketing performance.  Revenue from search is up over 40% year over year in Q2 2010.  Revenue per click continues to expand, and EF's tail management algorithms have addressed opportunities in the tail, adding 30% more revenue producing terms to C&B campaigns over the last 6 months.

Testimonial
John Seebeck, Director of Marketing at Crate and Barrel states: "Efficient Frontier proved their efficacy in a head-to-head test so we had confidence that they would perform, but they have exceeded our expectations.  Their platform makes our own internal team more effective, from simplifying campaign management to addressing our reporting requirements.  And their algorithms are a key factor in the 40% lift we're seeing right now."