For many Canadian women, Reitmans is a staple retailer, a go-to-brand with trusted quality. Over the years their marketing campaigns have emphasized diversity and inclusion, even featuring Meghan Markle as a celebrity spokesperson for the brand. Reitmans has become a household name with three premium brands, Reitmans, Penningtons, and RW&CO, recently expanding their sleepwear, accessory, and activewear offerings.
Showcasing technical athleisure and activewear online and engaging customers
With many retailers adjusting to the new shopping habits of their customers due to COVID-19, and more and more people looking for athleisure and activewear, Reitmans wanted to drive awareness amongst their desired demographic with low frequency but maximum reach. In addition, Reitmans wanted to highlight and launch their technical activewear line, Hyba, and were looking for a solution that would highlight the different product styles.
Rich media drives engagement rates higher than industry benchmarks
Reitmans worked with Quantcast and the agency Adviso to execute their creative work in an impactful way. Quantcast leveraged Reitmans’ lightbox solution as an engaging way to reach their desired demographic. This solution allowed customers to interact with the advertisement without having to click through to the website. With a vast majority of programmatic media running with standard, non-expandable IAB sizes, Quantcast was the optimal partner to help drive this unique, expandable solution.
Reitmans successfully drove awareness of their technical athleisure wear amongst their desired demographic, hitting above all of their set benchmarks. They achieved an engagement rate of 0.25%, which was 139% to benchmark goal, and reached an engaged click-through rate of 37%, which was 7x higher than their benchmark goal. Their interaction rate was 7.6%, significantly higher than the industry benchmark goal of 3%, and their dwell time of 17 seconds was also significantly higher than the industry benchmark of nine seconds.
According to Sebastian Yaher, E-Commerce and Digital Strategy Director at Reitmans, “Having the ability to showcase all the potential of Hyba clothing in a rich format banner was a great opportunity for Reitmans. We found in Quantcast the right partner to execute and deliver outstanding results.”