ALNATURA ACHIEVES 558% OFFLINE ROAS WITH DIGITAL RETAIL MARKETING
Following the discontinuation of its print brochures in 2018, Alnatura decided to evaluate efficient, appropriate digital alternatives to inform customers about local offers, and to measurably increase the frequency of store visits. In order for the approach to be effective, it is important to address the right user at the right time with the right message via the right channel. In collaboration with the Offerista Group, Alnatura set up a complete test scenario for a cross-channel (push & pull) campaign in order to maximise local visibility and frequency of store visits.
During the 4-month test (April – July 2019), the organic wholesaler’s promotional offers from the participating test markets were advertised across channels on appropriate platforms – for example the Bring! shopping app, barcoo and other Offerista network platforms. The Offerista Group focused on optimising the campaigns for the main KPI (offline ROAS) across all relevant platforms through the use of AI-driven delivery, optimised targeting of consumer groups, and smart management at a local level.
The interaction between push & pull campaigns to appeal to new customers (e.g. via targeted push notifications) and to activate existing customers was continuously optimised across all relevant channels in order to maximise store visits.
The campaign achieved a store visit rate of 9% in the branches (+ 82% uplift within the campaign period). It wasn’t just pull that attracted customers to the markets – 11% of the new customers who were potentially reached visited the store following a push notification.
“Approaching customers via digital channels is increasingly important for us in effectively appealing to potential Alnatura customers. The Offerista Group is an expert in digital retail marketing, and has proved to be a reliable partner when planning and implementing drive-to-store campaigns.”
As a shopper marketing network, Offerista Group GmbH offers tailored digital solutions for the location-based marketing of offers and branches. Offerista implements cross-channel campaigns to ensure that advertising messages are transported across a wide range of user-relevant channels. We make consumers so curious about products that they go to the shops and buy them. With a team of more than 120 employees throughout Europe, Offerista provides cross-channel support for retailer and manufacturer brands across all industries at every point in the customer journey. In addition to its headquarters in Dresden, it has further sites in Berlin, Essen, Vienna, Sofia, Budapest and Bucharest. The managing directors are Tobias Bräuer and Benjamin Thym.
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