Tech Data | Citrus

Tech Data are changing the landscape of digital advertising for suppliers and are inviting you to join in this unique opportunity. With our new native ad serving technology we aim to create better experiences for suppliers and a more personalised experience for customers. 

Introduction

Tech Data connects the world with the power of technology. Our end-to-end portfolio of products, services and solutions, highly specialised skills, and expertise in next-generation technologies enable channel partners to bring to market the products and solutions the world needs to connect, grow and advance.

 

Tech Data is ranked No. 83 on the Fortune 500 and has been named one of Fortune’s World’s Most Admired Companies for nine straight years.

Tech Data is Europe’s Number 1 end to end technology distributor.  We are proud to have 125,000+ Customers, 14,000+ Employees, 150,000+ IT Products, and 1000+ Vendors.

About Citrus

In just 18 months, Citrus has leapt to the forefront of sponsored product platforms globally acquiring more than 25 major retail partners in 7 countries reaching over 5 billion page views per year.

The rate of retailer adoption is due to the quality of the product and the breadth of features for retailers and suppliers alike. Citrus is so much more than a sponsored product engine. With the capability to serve banner ads to just about any digital customer touchpoint including website, email, receipt pages and audience extensions (through re-targeting channels), Citrus unlocks a whole new dimension of automated monetisation for its retail partners, far beyond just sponsored product placements.

“We went through a rigorous global tender process to evaluate the best sponsored product platform and chose the Citrus system. The Citrus platform is world leading, scalable, secure, easy to integrate and incredibly effective at optimising our online ‘shelf’ space,”
- Lawrence Hene, Ocado.com

Sponsored products at the digital point of purchase will always be one of the most powerful tools for driving discoverability and sales of products, it’s exactly why Amazon is now the fasted growing digital advertising platform in the world.

Unlike any other digital ad network, Citrus takes into account the relevancy of a product for each individual customer before it is allowed to enter the auction process.

Use the Citrus Admin Portal to select products, budgets, advertising strategies (customers you’d like to target) and “keywords” that you wish for your products to appear for when searched.

Much like Google Adwords, Facebook and many other online digital ad channels, the Advertising system works via “Cost Per Click” and “Cost per impression” auction. Meaning the more relevant your product and the more you’re willing to pay, the more chance your products have of being shown to a customer. It also means that this is a fully transparent “performance only” ad platform, so you only pay for results.

We will automatically capture any sales made through the InTouch site. 

Plus, because, the InTouch platform is a B2B platform and therefore not all orders will be placed directly through the site,  we will manually report sales orders placed via other channels. 

Citrus will do this by tracking offline orders placed within 5 days of a user clicking on an sponsored product ad

Sponsored Search Approach

 

Banner Advertising Approach

Banner advertising is a brilliant introduction to a vendor‘s brand message and absolutely influences sales, both online and offline. Negotiating, selling, creating and buying spots in eCommerce retailer websites is tiresome, resource heavy for both parties and they are not targeted or relevant enough.

Citrus takes all that effort away, keeping Tech Data in control, whilst driving more impact for the vendor and more relevancy to the customer.

3 Critical Reasons

why online product positioning is important

The Power of Top Position

Ads in position 1 received 3x more clicks than products in 2 & 3 and 9x more clicks than ads in position 5.

1st Row vs 2nd Row

Sponsored Products in the second row of results received half the amount of clicks as those in the first row

Sales Increase

The average sponsored product sees an increase in unit sales of 94%

The Benefits

Point of Purchase Advertising

Advertising at Tech Data gets you in front of millions of customers right at the point of purchase. When your potential customers browse the Intouch Platform they are there to buy, unlike when they are using social media and search engine platforms .

Manage SKU's Individually

Suppliers can also decide which products they would like to place in the category aisle and search result pages. These could be the highest margin products, or products that are on promotion. SKU level control also helps when people type in your brand name, so you can sort the order in which you want them to see your product range.

Increase Visibility

Suppliers are now able to bid on key positioning within their respective category aisles and key word search terms. This means you can promote to customers when they are searching for products like yours.

Pay Per Click Only

Citrus is an auction based CPC model meaning it is instantly familiar and performance based. As part of the ad configuration process, you can set a maximum bid price for an individual SKU, a daily budget and you only pay if the product has been displayed or been clicked on by a customer. The fact that Citrus allows you to track sales means ROI can be clearly tracked.

Real Time Reporting

Unlike many digital marketing platforms Citrus actually binds every impression and click to a sale giving you real time ROI. The solution refreshes its database every 60 seconds giving you to the minute accuracy and visibility over every one of you products and campaigns. You are also able to download any reports via CSV for internal reporting and usage.

An Ad Platform That's Easy to Use

Digital advertising systems can be hard to use and sometimes hard to measure. This system is different. The Citrus Ad system lets you create ads in seconds and measure performance in real time. Just start by clicking the green “Create Campaign” button and the help wizard will navigate you through the process from start to finish.

1. Select Products to Promote

Your products will automatically be loaded into the ad system allowing you to search for your products by name or barcode and add them to your campaign.

2. Select Budget to Spend

You are in full control of your ad spend including how much you’d like to spend per product SKU, per day and the maximum you are prepared to pay to be shown to the customer.

3. Target your Audience

Further refine your customer targeting by adding “search terms” that match your target audience. This function means your ads will appear when the search term is entered by a customer.

Advanced Campaign Features

Campaign Date

Daily Spend

Total Spend

Run Campaigns Your Way

Along with a range of clever features such as unlimited keyword targeting and real time reporting the Citrus ad solution allows suppliers to promote products on selected date ranges providing the ability to ‘set and forget’ about campaigns as well as use the system to target important times for your brand (such as a packaging change, a product re-launch or a seasonal product activation). This reduces the amount of advertising wastage and allows for greater control over the system for things like A/B testing.

 

Along with the campaign duration setting, the Citrus system also allows you to choose between daily advertising spend and total spend options. Both options, whilst strategically different, ensure that you never spend more than desired on a particular product.

Reporting at your Finger Tips

Once ads are live, the Citrus Reporting Dashboard gives you real time insights to the number of impressions, clicks and sales you have generated as well as other important KPI’s such as ROI, average CPC and CPA

 

You will be able to track in real time:

 

  • The number of times your sponsored listing ad has appeared (Impressions) on each page

  • The number of times your ad is clicked

  • The number of sales generated from each ad

  • Sales Uplift month over month (sponsored products only)

  • The top performing search terms

  • The average cost per click that you are paying

  • The click through rate of your ad (impressions to clicks)

  • Individual SKU level reports 

  • Reporting by time period (date range)

  • Your Exact ROI

Website Advertising

Does it increase sales and marketshare?

After operating the Citrus system across multiple retailers for a period of time, even though we could show suppliers an uplift in sales since using sponsored products, one question that still came from some suppliers was:

“HOW DO I KNOW THAT EVERY PRODUCT IN THE CATEGORY DIDN’T JUST INCREASE IN SALES IN THAT PERIOD & HOW DO I KNOW THEY ARE NOT JUST MY CUSTOMERS?”

Following receiving this feedback, Citrus ran a data mining exercise to analyse the impact of marketshare movement of a sponsored product vs several similar (competing) non sponsored products. 

In just one month of advertising, not only was a sponsored product able to increase its overall sales by 50% (YoY), but it also acquired more than 5.4% marketshare with its competitors all dropping marketshare as a result. It was evident from this data that shelf space matters.

Getting Started is easy. Simply head to the website https://techdata.citrusad.com/register/new-user-new-team and register your company. Once you’ve verified your email you can begin creating ads right away.

When it comes to billing you can either use a credit card online, or pay on 45 day payment terms through Citrus.

If you want more information about the program and what it can do for your brand, please get in touch and we’d be more than happy to take you through how to use the solution.

Email us at techdata@citrusad.com or set yourself up by clicking the link below

Get Started

Why Now?

Getting on-board early means you’ll get a first mover advantage on competing brands an allow you to gain customers at a much lower cost.

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