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Specialty retailer boosts online revenue with enhanced marketing tool


Driving conversion in a digital landscape requires a new level of engagement.

Pacific Sunwear of California has found a way to reconnect with its digital shoppers, as well as improve its click performance, drive conversion, and thus, sales. Using Rakuten Marketing Search, a solution available through Kenshoo’s advertising platform, the retailer is refining its strategic marketing approach, focusing on consumer engagement (click performance) and automating its ad spend management processes.

PacSun now automatically breaks merchandise into new product groups based on click performance. Meanwhile, automating advertising bids en-sures the company meets its investment goals.

The solution is already helping PacSun stay ahead of the strategic curve in an increasingly competitive digital retail landscape. Since adding the platform, PacSun has dramatically improved its online performance, and achieved a 78% increase in its return on investment (ROI).

The chain also has seen a 16% decrease in cost-per-click (CPC), and 57% increase in conversion by focusing click coverage on top-converting products and bidding down on high-volume, low converting products.
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