UK cycling retailer Evans Cycles has partnered with Turn for a programmatic campaign aiming to reach seasonal cyclists this summer.

Evans has used Turn’s Campaign Suite to assemble a single customer view of this target audience and how they behave online – for example, that they are not always looking at cycling websites, but spend their time browsing specific sections of marketplace sites like eBay and news sites like The Guardian.

These insights have helped Evans exceed cost-per-acquisition objectives by 20 per cent compared to last year.

“Using programmatic ad technologies means we can take a more consumer-centric approach to our digital marketing,” said Ange Bussy-Socrate, online marketing manager at Evans Cycles. “This audience-first thinking decreases the guesswork in marketing, allowing us to optimise campaigns based on what is working well, and provides increased agility during the campaign delivery phase.

“Increasing our real time bidding campaigns has also allowed us to develop better digital marketing integration throughout the path to purchase. We are able to co-ordinate brand campaigns at the start of the research process through to later messaging focused around influencing the customer’s buying decision. Over the last quarter, we have seen a 12 point reduction in the cost of sales from product retargeting as a result of our online banners generating more impressions and consumer awareness.”

Evans adoption of programmatic has proved so successful that the retailer is expanding its digital marketing team to run programmatic campaigns in-house full time.