Case Study: Gémo proves display channel value with Criteo’s incrementality testing

Gémo proves display channel value with incrementality testing

Gémo, the French family fashion retailer with 440+ stores, wanted a data-driven way to prove the real impact of its digital advertising as it expanded into new segments and strengthened its omnichannel strategy. Working with Criteo, Gémo needed to measure whether its display spend was driving measurable business results beyond standard attribution.

Criteo implemented an incrementality test by splitting users into an exposed group and a control group with Criteo ads suppressed, allowing Gémo to isolate the true impact of its campaigns. The test showed a strong incremental ROI of 3.8 and an +8% lift in revenue per user, giving Gémo clear proof of performance and confidence to optimize future marketing decisions with Criteo.

Gémo

Venessa Gignoux

Digital & Ecommerce Manager