Engagement rate tripled and target products sold out in store
A well-known fashion retailer has branches all over Germany, so having a well-designed cross-channel strategy is very important. In collaboration with a big player in the fashion industry, in 2019 Offerista successfully implemented a broad-based campaign focusing on the topic of visibility – or even better – the impossibility of overlooking of weekly changing offers. In addition, the target group was invited to visit a store to increase local sales.
Due to the density of branches across the country and the corresponding need for advertising with a wide reach, it was important to set up and broadcast a digital cross-channel campaign. For a period of six months, potential customers were addressed with new offers every week. Particular attention was therefore paid to getting a high number of impressions and clicks at the beginning of a new campaign period, so that sales could be accelerated, especially in the first few days.
In close consultation with the customer, Offerista set up a cross-channel campaign around all participating branches covering all the KPIs mentioned above.
In addition to a product mix from Offerista Engage and placement via pull channels including a publisher network, the fashion retailer’s communication of its offers was supplemented with geo-tagged Google placements (retail listings). This meant that smartphone users were served with current advertising materials when they were in the vicinity of their favourite stores and were even shown the way to the nearest store by Google immediately afterwards.
The campaign was optimised through daily monitoring and close collaboration with the customer, especially in the area of Engage broadcasting, in order to fully exploit the campaign’s potential and advertising power.
During the placement via Offerista Engage, the engagement rate could be increased three times compared to previous campaigns.
CTR averaged 1.31% (Google’s benchmark is currently 0.46%). And ad visibility reached 94% viewability. (Meetrics benchmark currently 59%)
Sales were correspondingly successful, so that most of the target products in the participating branches sold out every week. For this reason, during the optimisation phases the advertising material was frequently adapted to reflect the existing inventory.
TARGET GROUP DETAILED PLAY
SMART BILLING MODEL
PRICE REDUCTION: CPE INSTEAD OF CPM
MEASURABLE STORE VISITS
GUARANTEED ADVERTISING CONTACT AT CPE
VIEWABILITY over 90%
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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