Adroll has launched integrations with BigCommerce and Yotpo as direct-to-consumer (DTC) brands look to convert online shoppers in an expanding e-commerce marketplace.
Adroll president Scott Gifis told The Drum that merchants are increasingly "looking to open up new uses cases" for how they engage with customers. With over 2.1bn people globally expected to buy their goods and services online by 2021, according to Statistica, companies like Yotpo and BigCommerce are focusing on audience targeting to reach shoppers.
Russ Klein, chief development officer at BigCommerce, told The Drum that customers are loudly calling for ways to reach customers more effectively.
"[Customers are asking] how to create a better mousetrap where they can use marketing, paid marketing, that much more effectively drives demand generation, driving more eyeballs onto their storefronts," said Klein.
The Adroll-BigCommerce partnership gives customers of both platforms access to advertising tools like automated audience creation and conversion tracking. BigCommerce stores can stay within a single back-end control panel to synchronize their website and customer data into the Adroll platform, which then aims to identify new customers and re-engage with old customers.
BigCommerce provides cloud-based software for over 60,000 merchants across 120 countries, including Bon Ton, Skullcandy, Sony and the Cleveland Cavaliers.
The Adroll-Yotpo partnership will incorporate online reviews of products and services into display ads throughout a customer's shopping journey.
"If you're a customer and have looked at a particular product, you're getting re-engaged through marketing from Adroll, and we can actually integrate those positive reviews to help create that social proof that this is a good product and a good purchase," said Gifis.
Raj Nijjer, vice president, marketing at Yotpo, said brands have an opportunity to stand out by incorporating online reviews into their creatives.
“Today’s shoppers gravitate to brands that are relevant and authentic. The powerful combination of Adroll and Yotpo gives them seamless access to social proof to make brands more relatable, and ad campaigns far more effective.”
According to a statement from Adroll, companies that have leveraged the Adroll-Yotpo integration on ad creatives for web have seen a three-fold increase in click-through-rates.