Industry Eye: Prospecting - Heels.com Gets a Step Ahead With Buyer Acquisition Tool

Online women's shoes retailer Heels.com tired of the spotty return on investment traditional online acquisition tools — namely display ads — were yielding the brand. So it turned to a new technology from online advertising company Permuto to attract new customers profitably online.

Permuto's buyer acquisition tool uses a database populated with over 65 million consumers' online shopping activities and histories with millions of individual products to model real-time purchase intent. With roughly 42 percent of the U.S. online shopping population accounted for, Heels.com was able to identify consumers with strong purchase intent for their products and connect to them via highly relevant, product-specific visual offers within display ads.