C&A, Sellforte

Scaling sales with TikTok, measuring results with Sellforte. En vogue all the way.

C&A (@ca) is a retailer with over 180 years of history. Present in 18 European countries, it has long been a leader in delivering high-quality, affordable, and stylish clothes.

Goal

Today’s retail success depends on a seamless blend of effective strategies across digital and physical spaces. With this in mind, C&A wanted to augment how it connects with both new and existing customers to boost its online conversions and offline sales.

Strategy

Recognizing TikTok’s potential to engage users throughout the entire customer journey, C&A decided to incorporate the platform as a full-funnel channel within their media strategy.

The team partnered with Sellforte, a leader in Marketing Mix Modeling (MMM) in the retail & e-commerce vertical, to measure how effectively TikTok was driving results across all sales channels.

This provided C&A continuous, actionable insights into the ROI of various marketing activities across both online and offline channels.

The collaboration enabled C&A to optimize media investments, refine promotional strategies, and improve overall campaign performance and sales outcomes.

Results

TikTok quickly proved to be a powerful pillar in C&A’s full-funnel strategy helping further scale both online and offline sales. This was proven by Sellforte’s MMM, which helped C&A fully understand their branding and performance ROI.

In fact, TikTok quickly became one of their 5 best-performing channels, with 72% investment growth in the first 6 months of 2024 and these core results:

• Effective branding: C&A’s branding campaigns on TikTok not only enhanced brand visibility but also impacted offline sales by 50%+ successfully reaching new audiences and supporting C&A’s omni-channel strategy.

• Scalability: C&A experienced stable incremental ROI as they increased their investment in TikTok, confirming the platform's ability to scale effectively within their marketing strategy.

C&A’s use of TikTok, supported by Sellforte’s holistic MMM, successfully boosted both online and offline sales, showing the strength of combining digital and physical strategies and making the platform a strong suit in the retailer’s media mix.