Success Story: Tolexo delivers high order volume with Merkle Sokrati

Challenge

Tolexo is one of the largest online portals for industrial and business goods, with a portfolio of over a million products spread across 28 categories. Operating within the niche B2B E-Commerce space, the business model faced unique challenges in its journey, such as a focus on bulk orders, emphasis on bottom funnel activities, and cost rationalization.

Sokrati has been preferred performance partners to Tolexo since September 2014 and has since helped implement a robust and scalable digital marketing strategy for maximizing user acquisitions and order volume, while surpassing the previous benchmarks in B2B performance parameters.

Approach

Sokrati deploys proprietary in-house targeting and optimization technologies which work across Google and Facebook to achieve Tolexo’s business challenges. With these algorithms, constant optimization has been possible on key activities including product catalog management, targeting/retargeting, bidding and ad serving.

“Sokrati has built a fantastic technology platform to deliver better campaigns, and that is one big differentiating factor. Sokrati’s team is an exceptional bunch of guys. The quickest possible execution that you can get, with the least amount of errors, potentially would be from the Sokrati team. What we did in 4 months with Sokrati, it’d have taken 7-8 months with another company. This is one big value-add for an eCommerce business as if you can scale quicker, surely you have a much bigger edge over competitors, and this is where Sokrati has been exceptionally helpful.”

Brijesh Agrawal

Founder & CEO, Tolexo

Results

15X

Increase in Facebook order volume with 30% reduction in cost

Increase in PLA order volume with 50% reduction in the cost

10%

Increase in month-on-month order volume of Google, with a cumulative reduction of 50% in cost per transaction over 6 months.

Keys to success

The catalog management solution team worked on increasing focus towards better performing products while optimizing overall costs by controlling traffic to the broader product portfolio.
With a focus on building a base of loyal repeat users, a multichannel retargeting strategy was implemented catering to known consumers.
An inhouse built proprietary predictive bid algorithm helps in operating within prescribed ROAS thresholds while maximizing scale.
Product and brand-level algorithms help tackle seasonality and search volume through real-time bid bucket modification.