Valassis in Livonia Launches Digital Solution That Retargets Website Visitors


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Livonia's Valassis launched Valassis Remarketing Activation, which identifies, targets, delivers, and tracks personalized promotional messages based on online activity and offline data.

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Valassis in Livonia, which activates consumers through intelligent media delivery, today announced the launch of Valassis Remarketing Activation (VRA) to identify, target, deliver, and track personalized promotional messages based on online activity and offline data.

For example, when an anonymous consumer visits a website but does not make a purchase or take action, Valassis leverages the online engagement to deliver an omni-channel solution — a tailored email within 24 hours, as well as direct mail delivered within days of the online activity.

The messaging is customized based on the consumer’s individual activity on the website itself, such as what web pages he or she engaged with the most or the items they added to a virtual shopping cart, as well as offline demographics and qualifying parameters. The result is a personalized media delivery solution.

In a broad array of categories such as retail, ecommerce, and insurance, remarketing response rates averaged 31 percent. This translated to an average conversion of 5.5 percent and increase of 20 percent in sales.

According to Valassis, in 2017, 43 percent of marketers planned to increase digital retargeting spend, with 54 percent maintaining efforts. Marketers are finding success with this method, but they must take an integrated approach to reach full potential impact.

In one particular example, a brick-and-mortar outdoor gear and apparel retailer wanted to remarket to website visitors that abandoned their shopping carts. A pre-campaign analysis uncovered distinct groups of shoppers, for which Valassis programmatically created relevant offers and messages to empower personalized targeting.

Throughout the program, more than 36 percent of visitors who received remarketing activation postcards returned to the website, and more than 10 percent then purchased from the retailer.

“Knowing what shoppers are seeking when they visit a website, along with their specific interests, gives advertisers increased opportunity to activate and motivate consumers with relevant offers,” says Larry Berg, senior vice president of Valassis Solutions.

“Valassis Remarketing Activation fits perfectly into our … portfolio of solutions, leveraging our intelligent media delivery and mass reach of over 150 million residential addresses, to connect the power of online and offline marketing for our partner brands — ultimately leaving no shopper behind along the path to purchase.”

Learn more about the VRA solution here.

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