Action is a retailer that does not yet have a webshop. As such, the main goal is to drive people to brick and mortar stores. The challenge was to figure out the correct and appropriate online marketing channels to boost store visits and sales in Action stores. In this market of increased selection and competition it’s a challenge to target potential customers effectively while retaining existing customers. The Action stores are all set in different geographical locations. As such, a traditional marketing campaign would be too broad in targeting. It is important to be able to adjust the marketing strategy smoothly in different situations, geographical locations and for different target audiences.
We aimed to come up with solutions where insights into real people would drive a strategy that combines the discipline of media effectiveness with the innovation that connects with audiences in different and better ways to deliver positive business outcomes for clients and their brands.
Based on insights gathered on target audiences around the stores, through Google store visits data and location data, we were able to determine the right online channels to use, which localized ads to use (through A/B ad testing), and which keywords in Google would grant the highest number of store visits, while also pointing the customer to the nearest store location.
iProspect developed a test to determine the incremental value of the measured Store Visits. For this experiment we started with the following research question: To what extent can measured Google Store Visits be credited to Paid Search? The goal was to find out what the incrementality is of the Store Visits that are measured. To test this, we wanted to compare the Google Store Visit rate of two groups of users: 1. Users exposed to an Action ad (control) 2. Users not exposed to an Action ad (experiment) By comparing the Store Visit rates of both groups, we could then calculate the incrementality of Google Store Visits for Paid Search.
The campaign resulted in an 18% annual sales growth in France, while the online presence also ensured the store visit rate was 3x higher than benchmark in both the Netherlands and Germany.
