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# Turkey’s D&R has best Black Friday ever thanks to Criteo’s ARO model

+22%  
ROI  
**Business**  
**Industry**  
- [Consumer Goods](/content/success-stories/?industry=Consumer+Goods#grid-filters/index.html)  
**Solution**  
- [Audiences](/content/success-stories/?solution=Audiences#grid-filters/index.html)  
- [Dynamic Retargeting](/content/success-stories/?solution=Dynamic+Retargeting#grid-filters/index.html)  
**Region**  
- [EMEA](/content/success-stories/?region=EMEA#grid-filters/index.html)

## Challenge

D&R is Turkey’s biggest book and music store, with a robust online and offline business. Their challenge was to rise above the competition and clutter of the busy Black Friday holiday and gain as many sales as possible with a positive ROI.

## Solution

To boost sales efficiently, D&R used Criteo’s Adaptive Revenue Optimization (ARO) model to run a COS targeted retargeting campaign with banners featuring coupons. 15-20 days before Black Friday, COS targets were increased to reach the maximum number of customers possible. One day before Black Friday, teaser banners were uploaded hinting at a special surprise to build excitement and capture attention. On Black Friday itself the banners were updated to feature special offers.

Throughout the campaign, the Criteo and D&R team analyzed reach, audience, competition, and cost value day by day and optimized as needed to maximize performance. The flexibility and scalability of ARO, coupled with the account team’s close attention resulted in D&R recording the most sales ever on the website.

#### **How it works:**
- Adaptive Revenue Optimization defined CPC bids according to the ROI goal to maximize performance and reach COS targets.
- Highly personalized ads showed products that a shopper was most likely to be interested in, when they were most likely to buy.
- Ads were focused on those who were most likely to convert by accurately predicting purchase intent, using an anonymous cross-device understanding of each shopper’s behavior across all devices, browsers and apps.
- Ads seamlessly connected with every shopper across devices, apps, and the web through insights from our pooled data and the 1.4 billion shoppers we see each month.
- Machine-learning technology worked continuously to improve the campaign’s performance.

## Outcome

- +22% increase in ROI  
- Biggest sales day ever on the website

> “This campaign and its results have shown us that with clear goals and close follow up, Criteo team and its algorithm perform very well.”  
> **–Cihat Kültür, Online Channels Director**  
> **–Taner Doğuer, Digital Marketing Manager**  
> **–Tolgar Şaşmaz, Digital Marketing Specialist**

## More Consumer Goods Success Stories

Kraft Heinz unlocks +207% ROAS with a multi-banner strategy on Metro.ca

+201%  
Sales

Kraft Heinz unlocks +207% ROAS with a multi-banner strategy on Metro.ca  
Consumer Goods

+201%  
Sales  
+207%  
ROAS

+215%  
Units sold  
[Read story](/content/success-stories/kraft-heinz/index.html)

Harvest Group drives +98% ROAS with SKU-level insights and multi-retailer activation

+98%  
ROAS following retail partner expansion

Harvest Group drives +98% ROAS with SKU-level insights and multi-retailer activation  
Consumer Goods

+98%  
ROAS following retail partner expansion  
+31%  
Sales and +$359K in incremental sales  
-22%  
CPC for improved efficiency across campaigns  
[Read story](/content/success-stories/harvest-group/index.html)

Farmacia Simán boosts ROI by 80% with GO campaigns

+50%  
ROI & CTR for retention

Farmacia Simán boosts ROI by 80% with GO campaigns  
Consumer Goods

+50%  
ROI & CTR for retention  
-50%  
CPO for retention  
+175%  
CTR for traffic  
[Read story](/content/success-stories/farmacia-siman/index.html)

#### Ready to write your own success story with Criteo?

**Find out what we can do for you.**  
[Let's talk](/content/talk-to-an-expert/index.html)

Audiences  
Find and keep your next top customer with the largest commerce dataset  
[Learn more](/content/success-stories/dr/index.html)

Dynamic Retargeting  
Increase conversions from people who know you with personalized product ads  
[Learn more](/content/success-stories/dr/index.html)