Customer Success Stories - C&A x TikTok: Measuring TikTok’s impact on offline and online sales with Sellforte Marketing Mix Modeling

The Goal

Navigating the Shift in Consumer Behavior

C&A, a global fashion retailer with over 180 years of history, has long been a leader in delivering affordable and sustainable fashion. But with recent shifts in consumer behavior and audiences spreading across multiple channels, C&A faced a new challenge. To maintain their competitive edge, C&A needed to connect with both new and existing customers in a rapidly evolving digital landscape.

Recognizing TikTok’s potential to engage users throughout the entire customer journey, C&A decided to incorporate the platform as a full-funnel channel within their media strategy. It was important to acknowledge that today’s retail success depends on seamlessly blending digital and physical experiences. Therefore, their goal was clear: to boost both online conversions and offline sales.

To achieve this, they needed precise insights into TikTok’s impact on their branding and performance efforts. This led them to partner with Sellforte, a leader in Retail & e-Com Marketing Mix Modeling (MMM), to measure how effectively TikTok was driving results across all sales channels.

The Solution

Leveraging TikTok with Sellforte’s Next Generation Marketing Mix Modeling (MMM)

Although TikTok’s share of C&A's marketing budget is still relatively low, the platform quickly proved to be a powerful component of their full-funnel strategy.

Sellforte MMM gave C&A a clear and scalable way to measure their TikTok performance. This allowed them to fully understand their branding and performance ROI, with TikTok becoming one of their top five best-performing channels. This partnership provided clear insights into how TikTok was driving both online and offline sales, boosting C&A’s omni-channel marketing efforts. Moreover, TikTok has proven to be a scalable channel for C&A with a 72% investment Growth in the first 6 months of 2024. With these data driven insights, C&A was able to refine their investment strategy in order to successfully leverage TikTok’s potential as a full-funnel channel to drive customer acquisition and boost omni-sales.

The Results

Achieving Scalable Success with TikTok

With the integration of Sellforte MMM, C&A saw strong results both online and offline. Here are the key takeaways:

• Scalability: C&A experienced stable incremental ROI as they increased their investment in TikTok, confirming the platform's ability to scale effectively within their marketing strategy.
• Effective Branding:TikTok's branding campaigns not only enhanced brand visibility but also generated short-term sales, successfully reaching new audiences and supporting C&A’s omni-channel strategy.

C&A’s use of TikTok, supported by Sellforte’s holistic MMM, successfully boosted both online and offline sales, showing the strength of combining digital and physical strategies.