Meta Performance Spotlight series: How J.Crew Factory is driving omni-channel growth with Advantage+ Shopping Campaigns

Performance Spotlight is a series that takes an in-depth look at brands successfully driving better performance and efficiency, with the support of Meta tools, to help grow their business.

J.Crew Factory, a part of the J.Crew Group, is a value-focused brand that sells its own exclusive collection of affordable, quality styles for women, men and kids. As one of the few outlets with a shoppable online store, we spoke to the team at J.Crew Factory and their agency Kepler to learn more about how they are boosting online and in-store sales by leveraging Advantage+ Shopping Campaigns.

How do you define performance for your brand?

We’re on an exciting growth trajectory at J.Crew Factory with our passionate team focusing on growing and retaining our customer base. We work to show up where our customers like to shop, and we want to encourage omni-channel behavior to boost both our online and offline sales.

Also important to performance is strong brand awareness and ensuring that prospective and existing customers know our value proposition and are excited by our fun, colorful, classic styles for the whole family.

What steps are you taking to drive performance and achieve your business goals?

In thinking through how our digital ad spend can support our online and in store growth trajectory at J.Crew Factory, we decided to test Meta’s Advantage+ shopping campaigns to see if the AI and machine learning behind it could help us achieve our two-pronged goal.

To understand what the incremental OmniROAS was for our digital ad spend, we conducted a Meta conversion lift study and found that our Advantage+ shopping campaigns—along with other automated features that use machine learning—resulted in a 4.8X incremental return on ad spend for online purchases, 2.1X incremental return on ad spend for in-store purchases, and 6.9X incremental return on ad spend for online and in-store purchases.

Tell us more about how you got started with Advantage+ shopping campaigns and what your experience has been like?

We began testing ASC in Q3 of last year and we were impressed by the sales results compared to our BAU campaign setup. Ever since, we’ve continued to increase our investment in ASC as it has helped us reach valuable audiences with less setup time and greater efficiency while combining prospective and existing customer audiences under one campaign with personalized products from our catalog.

“We’re so pleased with our ASC program and results! Leveraging ASC has helped J.Crew Factory to truly scale and reach heightened levels of new consumers shopping our fun, colorful styles at a great price.” - Jennifer Mehr, Vice President Marketing & Ecommerce, J.Crew Factory

What campaign elements have you seen work best with Advantage+ Shopping Campaigns?

We’ve seen that dynamic carousels which feature our broad assortments of styles work well and serve our customers personalized product recommendations. ASC allows us to get the right product to the right customer at the right time. For us, it’s about conversion and engagement and ASC has been able to help us increase sessions with audiences inclined to purchase with a $4.76 online iROAS and $6.88 omni iROAS.