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Smyths Toy Superstores engages Rakuten MediaForge for a dynamic retargeting programme to stop shoppers abandoning online baskets


By Gillian West, Social media manager

February 27, 2013 | 2 min read

Smyths Toy Superstores has worked with Rakuten MediaForge on a dynamic retargeting programme in a bid to bring shoppers back to its website and their shopping baskets following Experian results showing that over £1 billion of online shopping transactions are abandoned.

The partnership with Rakuten MediaForge aims to offer potential customers something more than just ads for the site by extending the shopping experience to create a shoppable ad with customised content for each customer.

“Rakuten MediaForge’s unique engagement display platform allows us to prospect, nurture and engage with our customers online,” commented Dryden Geary, marketing manager at Smyths Toy Superstores.

Since launching the retargeting programme prior to Christmas and during Q4 2012 eight per cent of all shoppers targeted by the toy store engaged with the ads.

Geary added: “The return on investment spoke for itself, for every £1 spent on retargeting Smyths Toy Superstores generated £37 worth of business. Site abandonment is a huge online retail challenge and using Rakuten MediaForge’s technology we were able to deliver a more personal shopping experience thanks to dynamic features such as in-ad search and social media, which successfully brought shoppers back to our brand.”

CEO of Rakuten MediaForge, Tony Zito, said: “The sales cycle doesn’t have to end when a shopper abandons an e-commerce site. As people shop around more and compare prices and products, it’s important to make sure your brand remains front-of-mind with consumers.”


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