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Advance Auto Parts drives away unauthorized web ads

A leading aftermarket auto parts retailer is increasing customer conversion rates by preventing “hijacking” of shoppers’ online journeys.

More than 15% of customers to the Advance Auto Parts e-commerce site were having their journeys disrupted by injected ads. Seeking to boost sales and optimize online customer experience, the retailer implemented the Namogoo Customer Journey Hijacking Prevention solution. 

During the trial period, Advance Auto Parts says its injected-ad-free site recovered over $100,000 in revenue that would have been lost to customer hijacking. Following full implementation, the retailer achieved total ROI in under a month. Namogoo’s consumer-side technology uses machine learning to identify and block unauthorized ads injected into web sessions that divert customers to competitors’ sites. 

These ads, which are designed to look like native ads, can drive conversions downward and impinge on brand equity. Specialty footwear brand Crocs Inc. also recently deployed the Namogoo solution, reporting similar results to Advance Auto.

“The performance of our site is of the utmost importance to us, and we invest a great deal of resources to create an enjoyable and seamless online experience for our customers,” said Raj Venkitachalam, director marketing analytics at Advance Auto Parts. “When Namogoo alerted us to the impact that injected ads were having on our customers' journeys and conversion rates, it was quite a surprise. The Customer Journey Hijacking Prevention solution they provide demonstrated its value within weeks of implementation, achieving complete ROI in a matter of weeks and helping recover revenue that otherwise would have been lost.”

Over 250 retailers in total have implemented Namogoo’s Customer Hijacking Prevention solution, including Carhartt, Dollar Shave Club, and Samsonite.

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