Sofology recognizes that a sofa is one of the biggest investments that people make. Making a purchase is often a lengthy process that blends in-store visits, online browsing, and careful deliberation. 

To best serve its audience and help them choose the right product, the brand wanted to build a welcome email campaign that embraced the unique, multi-step shopping journeys of their customers. 

Leveraging Bloomreach’s agentic personalization platform, Loomi AI, Sofology set out to craft a welcome email campaign and orchestrate AI-powered customer journeys designed to perfectly align with each customer’s individual shopping experience.

Like many other ecommerce brands, HMV runs pay per click (PPC) campaigns to acquire customers and drive revenue. 

The company runs both prospecting and acquisition campaigns across a range of ad networks and formats, such as Google Search, Facebook, Instagram, and more. Its biggest PPC campaign is a performance max (PMax) campaign, a newer type of advertising campaign offered by Google Ads. Google uses machine learning to automatically optimize ads across multiple Google properties, including Search, Display, YouTube, Discover, and Gmail. 

HMV consistently runs PMax campaigns as an evergreen, very top-of-funnel method to drive traffic to its website. Because this proves to be such a critical starting point for paid media impressions, HMV spends a significant portion of its marketing budget on its PMax campaigns. 

The challenge HMV faced with these campaigns was optimizing and maximizing them for peak impact. Even small, incremental improvements in impressions, clicks, or conversion rates could yield significant cost savings or a large amount of new revenue. 

While Google does automate much of the campaign process, it does require regular input from marketers for maximum optimization. This includes work done on creative assets, bidding and budget, or conversion goals.