The Nordic footwear retailer Shoe-d-vision was struggling to stay competitive in a market increasingly dominated by global online rivals, until it combined programmatic ad buying and AI-informed content plans to promote the right shoes to the right people at the right time.

The project, which not only reversed the flow of traffic to physical stores, but also drove online sales, was a finalist at the I-COM Data Creativity Awards 2018 (San Sebastian, April 2018).

Morten Fisker Jørgensen, head of programmatic at Shoe-d-vision’s agency, GroupM Denmark, described how footfall to Shoe-d-vision stores in Denmark and Norway, which include 185 Skoringen and 16 Zjoos outlets, had been declining, and with it so had store turnover.

This was a significant problem, given that 98% of Shoe-d-vision’s revenue came from physical stores. The brand also had only a limited marketing budget and claimed just 5% share of voice in the footwear sector.