Case Study: Merlin Cycles drives online sales with Sociomantic

Online Bike Shop Gains Momentum, Drives Online Sales with Personalised Display Advertising

Merlin Cycles, an online bike shop with a growing global reach, needed a way to maximise advertising budget efficiency while reaching both new customers in the US and lapsed buyers in its home UK market. The retailer’s bespoke technical setup had made it difficult to work with third-party data-driven advertising solutions, so it turned to Sociomantic for a simpler programmatic display advertising approach.

Sociomantic implemented real-time bidding, dynamic creative optimisation, custom segmentation, and Facebook Exchange campaigns to deliver personalised ads across desktop, mobile, and Facebook. The initial UK retargeting campaign hit Merlin Cycles’ cost-of-sale target by week three, delivering a 0.594% CTR and 7.096% conversion rate, while the Facebook campaign achieved a 0.282% CTR and 4.029% conversion rate, helping drive incremental revenue and support expansion into the US market.

Merlin Cycles

Chris Naughton

ECommerce Manager