79% YoY Traffic Increase and Record-Breaking Sales
1. INSIGHT
Current tactics not delivering long-term results
Overcoming short-term sales spikes to deliver more sustained store growth
Lyfja is one of Iceland’s leading health and wellness companies, and currently operates 45 pharmacies and branches around the country. The company also has a popular online store, which was facing serious challenges when Datera partnered with their team.
While the store experienced periodic sales spikes from short-term ad campaigns, these gains never translated into lasting growth.
Even with strong website traffic, the online store’s performance had not met expectations and the company was looking for a new approach to grow their business.
A long-term, data-driven approach would be key to achieving these goals and moving beyond isolated sales spikes.
- Achieve a significant increase in traffic and online sales in a cost-effective manner.
- Ensure traceability in online sales down to individual actions, campaigns, and advertisements.
- Built a strong foundation from which the company could understand how to maintain strong sales for longer periods.
2. APPROACH
Smarter Campaigns Using Data & AI
Datera’s solution: AI and live data powering smarter campaigns.
Datera implemented a cutting-edge system combining AI, automation, and real-time data analytics to overhaul Lyfja’s digital marketing strategy.
Integration of live data
Datera partnered with Smartmedia - the e-commerce platform powering Lyfja’s online store - to establish a seamless integration between Lyfja’s website and Facebook’s advertising platform.
This set-up enabled dynamic ad creation using live product data and pre-designed ad templates. Ads were automatically updated as product information changed, reducing manual workload and optimising message performance.
Dynamic ad example
Real-time product data feeds into pre-designed ad templates, automatically creating up-to-date Facebook ads.
AI-driven targeting
By defining audience segments using a wealth of data, Datera deployed AI to optimise budget allocation and tailor ads to individual user needs. Budget allocation dynamically shifted to maximise Return On Ad Spend (ROAS), and underperforming ads were immediately paused.
AI was also ble to identify high-performing products for each segment, ensuring only the most relevant items were promoted.
3. RESULTS
Long-term Impact
Record-breaking sales and traffic growth.
Year on Year Traffic increase
Targets were exceeded by a significant margin
The impact of Datera’s strategy on Lyfia’s online store performance was significant, which included:
- The first automated campaign was run on “Digital Monday” in 2018, delivering a 115% year-on-year increase in sales.
- 79% YoY increase in store traffic within the first nine months.
- 170% sales growth on Singles’ Day 2019, surpassing Digital Monday 2018—the previous record-breaking sales day.
"Partnering with Datera completely changed how we approach online sales. Their use of AI and live product data gave us the tools to move beyond short-term campaigns and focus on real, sustained growth. Our record-breaking results speak for themselves."
Sigurlaug Gissurardóttir, Ecommerce Manager, Lyfja