STORE VISITS MEASURABLY INCREASED THROUGH CROSS-CHANNEL STRATEGY: MEDIMAX REDUCES ITS COSTS PER STORE VISIT FOURFOLD
The appropriate strategy should provide potential customers with comprehensive information about current offers and promotions, thus increasing branch sales as a consequence.
The cross-channel approach focused on Google placements. In order to make local offers more visible, selected items and promotions were advertised on Local Inventory Ads and Retail Listing (via Google MyBusiness) to ensure a high reach.
The campaign was set up to display products and ads within a selected geographical radius of each branch. This addressed regional target groups, thus activating them to visit a store near them.
Ads placed via Google LIAs and Google MyBusiness had a clear cross-channel effect. During the campaign, the online store recorded a conversion rate of 0.5%. The visitor rate in local stores was 17.3%.
The customer was clearly shown the potential for cost optimisation provided by Offerista’s precise measurement methods, which demonstrated a reduction in the cost per store visit from €5.12 to €1.82 within seven months. As a result, Medimax’s ROAS (return on advertising spend) increased almost fivefold.
“One of our most important goals is to increase customer frequency and keep full transparency on costs. With Offerista Group we found a strong partner who made our local stores more visible with an extensive cross-channel campaign. We had insight into performance at all times and the successful optimisation of the cost of a shop visit speaks for itself.”
Annette Grimsel – Head of Marketing, MEDIMAX Zentrale