DIGITAL PROSPECTS EXTENSION LEADS TO SUCCESSFUL SALES UPLIFT OF 15.7 % FOR PAGRO DISKONT

 

 


CAMPAIGN GOALS IN FOCUS

  • Sales Boost During Easter: Enthuse shoppers for PAGRO DISKONT products and seasonal highlights and increase sales.
  • Strengthen brand awareness in the sharply defined target group of women and mothers aged 28 and above and generate attention for the product range.
  • Reach potential customers before they plan their shopping and before entering the store during the Easter high season.
  • Showcase the product world of PAGRO DISKONT across Austria digitally in an appealing format choice.

IMPLEMENTATION OF THE CAMPAIGN

Innovation in format choice with guaranteed maximum impact:

  • Extension of the offer brochure into the digital shopping environment,
  • Combined with the Drive2Store power of the automated and daily updated product data feed,
  • And distributed on the most wide-reaching social media apps from META (Facebook & Instagram) as well as in the Offerista Native Network.
  • Precise targeting considering the information and shopping habits of the target group.

2-Phase Set-Up of the four-week, individually designed digital campaign with different formats:

  • Phase 1: 14 days: Focus on the digital flyer format in the Offerista Network, consisting of shopping list apps, brochure apps, and special interest platforms in the shopping context.
  • Phase 2: 11 days: Reach boost: Switch to the feed-based, automated digital brochure with 130 product highlights both in the Offerista Native Network and via the META apps.

A/B Testing:

  • Comparison of video vs. static formats to evaluate advertising effectiveness.
  • Drive2Store ads with maps integration for direct navigation to the nearest PAGRO DISKONT.
  • Continuous monitoring of performance and allocation of the budget to the highest-performing channels and formats.

RESULTS WHICH SPEAK FOR THEMSELVES

Significant sales increase compared to last year’s easter business:

Phase 1

  • + 16.5% in physical stores,
  • + 27.2% in the online shop,
  • + 58% for the seasonal hero product.

Phase 2

  • + 15.7% in physical stores,
  • + 130% in the online shop.

Drive2Store Power: Successful combination of digital flyers and the programmatic format of the interactive product feed for browsing on META apps and in the Offerista Native Network.

Guaranteed Attention:

  • + 65% page-turn rate due to the product offer and 1.1 million impressions during the 14-day extension of the flyers into the digital realm,
  • + 1.9 million impressions during the 11 days of feed-based brochure.

Conclusion of A/B Testing: Higher user engagement with the static format with direct redirection to the online shop. Longer dwell time on animated advertisements and strengthening of brand awareness.


“The combination of a digital brochure with an interactive product feed has proven to be very successful and the increase in sales compared to the previous year is clearly evident. With the help of the advertising media testing, we have gained valuable insights into our target group, know which formats work well and are looking forward to tackling future campaigns with Offerista’s advertising contacts.”

 

(Ulrike Kittinger, Managing Director, PAGRO DISKONT)