Popken Fashion Group Uses Google AI and Data to Grow Profits in Uncertain Times
By Thyge Backen | December 2024
Fashion retail now faces many hurdles. Economic doubt makes people spend less. Wild summer weather dims shopping and makes marketers change fast. In this climate, Popken Fashion Group—a multichannel retailer of plus-size clothes—now uses AI and its own data. It does this to improve its online ads and grow profits.
Adapting to Market Conditions
PFG’s ad team sees shifts in how people act. They then looked for new ways to fix their campaigns fast. They work with Google. They tested three AI tools: Enhanced Conversions, Performance Max (PMax), and Broad Match.
Implementing AI Solutions
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Enhanced Conversions
This tool improves how PFG measures results. It shows more about sales from users they did not track before. It fills in gaps that happen when people switch devices to shop. -
Performance Max
PFG uses PMax to win new customers and boost ad returns. "PMax keeps us visible all along the customer path, even when we do not monitor every channel," says André Rolfes, Head of Performance Marketing at PFG. PMax works from search to YouTube to social sites. Rolfes saw clear gains in new buyers. The AI plan proves to work well. -
Broad Match
Broad Match widens PFG’s reach. The tool finds new potential customers that standard keyword matching may miss. Rolfes took care with this tool. He kept competitor words out even though it meant extra work. This plan led to a 39% boost in returns and cut cost-per-click by 20%.
The Future of AI at PFG
PFG does not stop its use of Google AI here. The company will use AI to build campaign settings for different countries and for special audiences. They also try out AI for video voice-overs, reuse videos, and arrange content better with tools like ViGenAir.
Conclusion
Digital marketing is changing now. Brands like Popken Fashion Group set a good model by adapting fast. Their clear plan to use AI boosts ad work and keeps them strong in a tight market. PFG shows that, with the right tools, businesses can thrive even in hard times.
