Success Story: Tolexo delivers high order volume with Merkle Sokrati
Tolexo is one of the largest online portals for industrial and business goods, with a portfolio of over a million products spread across 28 categories. Operating within the niche B2B E-Commerce space, the business model faced unique challenges in its journey, such as a focus on bulk orders, emphasis on bottom funnel activities, and cost rationalization.
Sokrati has been preferred performance partners to Tolexo since September 2014 and has since helped implement a robust and scalable digital marketing strategy for maximizing user acquisitions and order volume, while surpassing the previous benchmarks in B2B performance parameters.
Sokrati deploys proprietary in-house targeting and optimization technologies which work across Google and Facebook to achieve Tolexo’s business challenges. With these algorithms, constant optimization has been possible on key activities including product catalog management, targeting/retargeting, bidding and ad serving.
Keys to success
- The catalog management solution team worked on increasing focus towards better performing products while optimizing overall costs by controlling traffic to the broader product portfolio.
- With a focus on building a base of loyal repeat users, a multichannel retargeting strategy was implemented catering to known consumers.
- An inhouse built proprietary predictive bid algorithm helps in operating within prescribed ROAS thresholds while maximizing scale.
- Product and brand-level algorithms help tackle seasonality and search volume through real-time bid bucket modification.