Case Study: Belk achieves triple‑digit conversion lifts and 67% lower CPA with Kenshoo's Intent‑Driven Audiences

Belk Partners with iCrossing and Kenshoo to Drive Triple-Digit Increase in Conversion Rates via Intent-Driven Audiences

Belk, a nearly 300‑store American department store chain, partnered with agency iCrossing and Kenshoo to better connect with customers and boost paid search and social performance. The team’s challenge was to use search click data to target high‑value audiences on Facebook, increase site traffic and conversions, and lower cost per acquisition.

Using Kenshoo’s Intent‑Driven Audiences to auto‑create Facebook Custom Audiences from search behavior, Belk tested prioritized sale and beauty campaigns (searchers vs. brand fans) and ran offer and link ads. The approach drove large lifts in performance: a 545% conversion‑rate increase for branded IDA audiences, 240% for cosmetic searchers, a 67% reduction in CPA, and a 400% conversion lift for users searching Belk specifically.

Belk

Jon Pollack

EVP Marketing, Sales Promotion, and eCommerce