INSIGHTS

Offerista Blog

Useful information for over-the-counter trade

Whether it be case studies, specialist articles or studies. Here you will find everything you need to know

about digital commercial marketing and how to effectively implement it into your company

A digital compact solution for multichannel retailing after lockdown

A digital compact solution for multichannel retailing after lockdown

wogibtswas.at offers a digital compact solution for multichannel retailing after lockdown

The COVID-19 pandemic began to affect retail businesses in spring 2020. The re-opening of local shops after lockdown has proven a significant turning point for the development of economic success in the retail industry. wogibtswas.at has been supporting the Douglas perfumery chain during these challenge times with a new focus on multichannel retailing. The customer objective comprises two areas: a) activation of the online shop and b) increasing frequency of in-store visits.

The approach

The aim of the campaign was to quickly generate high traffic, both in the online shop directly after launch and in the re-opened Douglas stores. For both of these different sales channels, wogibtswas.at and customers decided to use push notifications as its proven compact solution. This tool allows specific target groups to be addressed. In doing so, both objectives could be factored in at the same time.

For targeted online and offline activation, the push notification consisted of:

  1. the optimum user segment consisting of:
    wogibtswas.at app users who have previously visited a Douglas store and are interested in the drugstore sector.
  2. the implementation of store visits technology for tracking customer frequency in stores.
  3. adapting the measurement period to four days and restricting the time permitted in store (from five to 60 minutes).

The results

Four days after sending the push notification, the following results could be evaluated:

  • Result A, online: An opening rate of 34.35% was achieved through the targeted and individual control of the Douglas campaign. This value is significantly above the benchmark for the drugstore sector (20-25%). Additional losses were avoided by linking the push notifications to the online shop and total number of click-outs were directed straight to the online shop.
  • Result B, offline: The store visit evaluation showed that 14% of unique users who opened the push notification then visited a store. Since the chosen method of push notifications clearly communicated the desired advertising message even without opening it, a total of 17% of all push recipients were motivated to visit a Douglas store.

It is important to us to reach the right target group to avoid additional losses. With wogibtswas.at, we have found a strong partner who is able to significantly increase the frequency of visits both online and in store with specific targeting.

Christian Eckhardt

Authorised representative/E-commerce manager


About Offerista Group
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.
Press contact Offerista Group:
Lydia Bauers
+49 (0)30 609 839 625
lydia.bauers@offerista.com

Engagement rate tripled and target products sold out in store

Engagement rate tripled and target products sold out in store

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.

THE CHALLENGE
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.

THE APPROACH

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.

THE RESULTS

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.

LOCAL USE

TARGET GROUP DETAILED PLAY

OUTSTANDING CTR

SMART BILLING MODEL

PRICE REDUCTION: CPE INSTEAD OF CPM

MEASURABLE STORE VISITS

STRENGTHENS SALES

GUARANTEED ADVERTISING CONTACT AT CPE

VIEWABILITY over 90%


About Offerista Group
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.
Press contact Offerista Group:
Lydia Bauers
+49 (0)30 609 839 625
lydia.bauers@offerista.com

Möbel Debbeler focuses on customer centricity

Möbel Debbeler focuses on customer centricity

Customer acquisition during special times: Möbel Debbeler focuses on customer centricity

THE CHALLENGE

Along with its numerous offers, the furniture industry also provides various sources of information for anyone interested in furniture. The product range is varied, particularly in the kitchen and interior design areas, and can therefore be promoted at any time of year.

This motivated Möbel Debbeler to realign its marketing strategy with a focus on digital measures to acquire new customers in a targeted way as well as reactivate existing customers based on their interests.

Together with Offerista Group, a campaign was implemented to firstly keep the target group informed of the latest information during the coronavirus pandemic. The focus was also on generating customer interest in purchasing furniture directly in store so that they would be encouraged to take a look at offers in store in future and benefit from the service.

THE APPROACH

 The impact of the coronavirus on the retail industry and the subsequent closures of countless stores across Germany was no reason for Möbel Debbeler to grind to a halt.

 “Even during these difficult times, we wanted to use new media in a better way to stay in touch with our customers. Offerista won us over with its broad range of products and strong customer focus.” (Georg Debbeler, Managing Director)

With a combination of digital flyers, geopush notifications and a time frame of two months, the kitchen and furniture company drew attention to its two Visbek stores through targeted communication of its offers. CTR of more than 8% were achieved with a single geopush for the company’s anniversary offer. CTR more than doubled during other campaigns. (17%).

Although businesses were closed during this period, various offers could be advertised which were later available to customers in store after the reopening of furniture stores was permitted in April 2020.

THE RESULTS

Using diverse advertising measures with the help of Offerista’s premium partner network, a broad target group was reached and their attention drawn to products through the digital communication of offers, which they then viewed in store after its reopening. Using store visit tracking, Offerista was able to record over 800 customer visits to the two stores that resulted from the earlier online advertising campaign.

“The measurable success provided by working with Offerista, and which was visible to us after just a short time, speaks for itself. We were able to expand our customer base and acquire many new customers who had never heard of Möbel Debbeler before.”

Georg Debbeler

Managing Director


About Offerista Group
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.
Press contact Offerista Group:
Lydia Bauers
+49 (0)30 609 839 625
lydia.bauers@offerista.com

OFFERISTA ENGAGE ACHIEVES OVER 20% ENGAGEMENT RATE FOR KIK BULGARIA

OFFERISTA ENGAGE ACHIEVES OVER 20% ENGAGEMENT RATE FOR KIK BULGARIA

OFFERISTA ENGAGE ACHIEVES OVER 20% ENGAGEMENT RATE FOR KIK BULGARIA

THE CHALLENGE
The opening of the first KiK store in Bulgaria is a major event for the retail sector in our country. In order to promote its entry into the Bulgarian market, the German brand has relied on Offerista Group Bulgaria to conduct a multichannel campaign. Thanks to this, KiK has successfully positioned itself in the new market and is becoming a recognisable brand for the target audience, which is actively interested in retail.

THE APPROACH
The campaign has two major goals:

  1. To appeal to a specific target group based on criteria set by the client
  2. To achieve 40,000 engagements through the Offerista Engage product

With Offerista Engage we use an innovative cost-per-engagement payment method, which includes a click or interaction with the banner by the user.

The pre-defined target groups are addressed within four-week period using the Engage campaign. Through the innovative programmatic display format, the creatives are positioned in websites suitable for the target audience, whereas the targeting is further optimised over time to achieve even better results. Implementation:

  • The creatives for the Engage campaign have not changed during the implementation period (1 month)
  • The link also remains unchanged for the entire campaign – driving traffic to KiK’s website

THE RESULTS
Within 1 month, through the Engage campaign, KiK was promoted on a number of websites relevant to the target audience.

The customer-reserved interactions with the advertisement (engagements) are 40,000, but the campaign managed to increase them 20 times, reaching 821,202 interactions, with an engagement rate of 26%.

The achieved CTR is 0.82%.

The results are more than satisfactory for the client and prove that the programmatic display product Offerista Engage has exceptional potential on the Bulgarian market.

Staycations are the name of the game – this coronavirus summer will be spent at home

Staycations are the name of the game – this coronavirus summer will be spent at home

Staycations are the name of the game – this coronavirus summer will be spent at home

The new decade has started in a hugely unexpected fashion for everyone. The COVID-19 crisis has hit us like an unprecedented tornado, causing people across the world to rethink their plans. Six months ago, we wouldn’t have believed that such a great change was possible. But what the new decade is teaching us every day – young and old alike – is that anything is possible. While the virus poses major and unmanageable challenges for many people worldwide, the situation also offers positive opportunities.

With safety uppermost in their mind, the majority of the population is adapting to the new regulations. Thirty-three percent of Germans are feeling somewhat anxious, while 33 percent of Austrians are annoyed by the measures. (Source: Offerista study)

And what’s going on with your holiday plans this summer? 

Since the coronavirus lockdown, big trips are no longer an option. We have to concentrate on stopping the spread of the virus to the best of our ability. Many countries have introduced compulsory mask-wearing in public places, inspiring countless budding designers to make their own masks in every imaginable pattern and colour. People demonstrate their support for social distancing with hashtags. When it comes to shopping, the best thing to do is pay by card, and best of all, spend most of our time at home. #stayhome #staysafe

Despite a myriad of new rules, everyone is trying to make the best of this forced deceleration – until they feel the walls closing in.

Will we still be able to visit Mallorca this summer?
Indeed: from mid-June, German tourists will be able to travel to the popular holiday island as part of a pilot project. (Source: spiegel.de)
However, virologists unequivocally advise against travelling abroad due to the current situation. #stayhome #staysafe 

So if you’ve had enough of the trip from the kitchen to the living room, keep it local and see what your own country or region has to offer this summer – you might be pleasantly surprised.

After all, there’s no place like home!
in an exclusive Offerista study for möbel kultur, 61 percent of consumers said that if they have to forgo their summer holiday, they can imagine investing in furniture this year. The focus is principally on the living room (39 percent), followed by the bedroom (32 percent) and the kitchen (29 percent). The garden & leisure sector (28 percent) and home decor (21 percent) were also popular choices. 

Perhaps the times we are living through have shown us that we don’t always have to drive a long way to experience a great adventure or to find relaxation. 

This summer could be all about new discoveries: try a new colour on the wall, explore a new corner of your city, build a tree house with the kids or buy a palm tree for your apartment and play Bob Marley song on your headphones for that summer vibe. 

Corona-Reboot: Effectively strengthen customer loyalty with Offerista Engage

Corona-Reboot: Effectively strengthen customer loyalty with Offerista Engage

Corona-Reboot: Effectively strengthen customer loyalty with Offerista Engage

Nowadays, there are a great number of performance channels when it comes to digital retail marketing. The invoicing models here form a colourful palette from ‘cost per click’ (CPC) through to ‘cost per mille’ (CPM) and ‘cost per push’ (CPP).

While developing its ‘Offerista Engage’ product, Offerista opted for a very charming method of cost calculation: cost per engagement. Due to the strong impact COVID-19 has had on the stationary retail market, retailers find “Offerista Engage” a format with enormous reach and significantly high cost efficiency for promoting their re-openings and promotions.

“Yes I’m in!”

These days, the visibility and awareness of a campaign is only half the battle. Interaction with the advertising material and an emotional reaction to the message is becoming ever more important and the ‘Engage’ format places great emphasis on this.

In order to guarantee optimum placement, the Offerista Group is working in partnership with its customers to develop a strategy for those target groups which should be exposed to the advertising material – including in terms of topic-related content online.

 

“No pig in a poke”

Transparency creates trust and connects people. That’s why an advertiser only really counts if a user interacts with their advert. This could be expressed by clicking on a banner or ‘leafing through’ an in-depth offer. Detailed daily reviews allow constant optimisation of how this is played out and helps retailers to securely place their offers and successfully involve their desired target group.

 

Offerista tripled interaction rate within one year with ‘Engage’

In collaboration with customers making bookings, the Offerista Group was able to increase the average interaction rate of its ‘Engage’ campaign to 15 percent within ten months. In May 2019, this figure was still around 4.8 percent. In addition to this increasing engagement rate, which represents a successful consolidation of the relevant target group, the innovative provider for digital retail marketing also achieved  a current figure of 3.5 percent for its click-through rate.

Learn more about Offerista Engage

 

Have You Seen My Client Specs? – Customer Centricity in the Retail Sector

Have You Seen My Client Specs? – Customer Centricity in the Retail Sector

Have You Seen My Client Specs? – Customer Centricity in the Retail Sector

A well-known phrase says: Seek and you shall find. And in some way, everyone is always looking for something: Some are meticulous in searching for the meaning of life, Germany periodically searches for the “superstar”, and business? Many businesses are looking for “client specs” as the topic of “customer centricity” becomes increasing important.

Reputable advertising agencies often pitch increasing innovative concepts for bottom up promotional messages. At times funny, sometimes below the belt, other times beyond good and evil, all seasoned with a pinch of “hipster” or zeitgeist: Every effort is made to ensure that the forwarded of the campaign for a new product gets the interest anticipated for a successful sales operation. You may think that the shorter and shorter innovation cycles press for increased creativity in the packaging of advertising messages.

However, does the stationary retail sector no longer help to put the focus more (once again) on its customers and indulge them “in store” with a ride on a glittering unicorn, rather than creating a world full of rainbows within the current advertising spot?

Business faces many challenges. A current study by KPMG shows that, indeed, many businesses use digitalisation for increasing efficiency and effectiveness which moves the customer experience and, therefore, the customers themselves, increasing into the background. (Source: https://www.absatzwirtschaft.de/)

Is Everything A Question Of Corporate Objectives?

Many traders promote their digital marketing, but only a few have a clear conception of their desired objectives – be it the short or long-term vision. A mere 5% of decision-makers think that a consistent experience throughout the customer journey is relevant for their target groups.

Here, the so-called “digital patchwork quilt” comes in, whose cracks and holes clearly invite the responsible departments of a business to take a closer look. (https://www.absatzwirtschaft.de/)

For many years, the Offerista Group has paid close attention to the “journey of their customers from retail and their clients”. Here, strategic advice and individual targeting are important components in establishing customer loyalty from campaigns and bringing end consumers into its area of interest. This also includes persisting for a while in the so-called problem area and putting on the “client specs”. This helps to envisage what needs the target group has and how a solution can be found using the “digital trade marketing” component. Customer Centricity functions on two levels: By being sensitive to the retailer and its campaign goals; and through the measurable successful activation of its clients during the digital advertising campaign.

No Two Clients Are The Same.

Marcel Bewersdorf, Managing Partner at HELMES BEWERSDORF likewise spoke at this year’s Offerista Drive2Store Summit in Köln about the relevance of customer centricity. In his speech, he described how the key to more customer proximity lies in the design of an authentic customer experience. Aside from the USP (Unique Selling Proposition) of a given business, the SSP (Social Selling Proposition) and the ESP (Emotional Selling Proposition) must also be urgently and integrated into the planning of marketing strategies.

In this way, with subsequent campaign decisions, it’s possible to target how the how the client feels, make use of the client specs and considered whether a social need, such as “belonging” can also be served with the product being offered.

Find out more about our solutions and connect with your clients using a strategic cross-channel approach tailored to your target group.

When the postman rings twice – Environmental factor of “Online shopping”

When the postman rings twice – Environmental factor of “Online shopping”

When the postman rings twice – Environmental factor of “Online shopping”

Various campaigns for waste separation and environmental protection adorn the media landscape. The green dot has to be put into the yellow sack, we sip our fair trade coffee in our favourite café and daringly handle the shopping with recyclable fruit nets and paper bags. The #climate protection hashtag on social media complements any selfie with a baby in a cloth nappy. But where does all that come from? In many cases we order on the Internet, or rather: Everyone celebrates online shopping.

According to a current study by the logistics service provider DPD, in addition to saving time and searching for cheap offers of a product, sustainability is also an issue for

e-shoppers: Around 66% of all customers when shopping are interested in brands and retailers who assume their responsibility when it comes to environmental protection. (Source: https://t3n.de/)

Hemp slippers, natural oils and a hoodie made from 100% organic cotton: “Add to your basket”. Ideally right away in three different sizes and colours. In most cases, what doesn’t fit or you don’t like can be returned easily and free of charge. And that is where nature pays the price.

There is no such thing as an environmentally conscious online shopper.

Environmental protection is not just about handling plastic and paper. It also affects all the logistics resources that are involved in our orders and related package deliveries.

On average, the “environmentally conscious hemp slipper buyer” stacks up four packages per month at home, wasting just as many resources as less environmentally conscious online buyers.

In France, the proportion of online shoppers who shop online at least once a month is 54%, closely followed by Austria (53%) and Switzerland (52%).

Clothing and sporting goods, for example, were bought online by 17% of Bulgarians last year. (Statista.com)

 

Support your locals. Be environmentally friendly. #drive2store

Conscious buying is best practiced “offline”. A visit to the shop around the corner saves the delivery route, and also has the great advantage of dealing with “real” people.

Wolfgang Kirsch, former boss at Media Markt, is of the opinion that although a retailer should present itself online as a specialist, local businesses are much better suited for personal exchange, and the focus can therefore be placed on individual advice (Source:https://www.kassenzone.de/).

With over ten years of expertise in this area, the Offerista Group offers its customers sector-specific solutions. The daily business of stationary retail is supported from branding to sales campaigns with individual support and success measurement.

The customer determines the goal: With a 360-degree marketing mix, the Offerista Group reaches up to 39.5 million consumers in Europe every month with cross-channel distribution of advertising media.

Push campaigns, for example, reach 3.7 million users in Germany. Learn more about successful push campaigns with our Case study with KIA.

Orange On My Mind – Rethink commercial marketing

Orange On My Mind – Rethink commercial marketing

Orange On My Mind – Rethink commercial marketing

People are marching the streets again, Fridays for Future is gaining enormous momentum throughout Europe, everyone is anti-plastic and large demonstration signs protesting climate change are being waved in the air. But what does this mean for our daily lives and how can you apply your marketing strategies in a more environmentally friendly way?

The figures are alarming: On average, every German produces 220 kilos of packaging waste each year. 33 kilos of this finds itself in our letterboxes – per household. That’s right – those good old-fashioned print advertising and brochures containing local offers. This amounts to 15% of overall waste which we could simply do without. (watson.de)

In Austria alone, putting up a “No advertising please” sticker on letterboxes could save 98 kg of paper waste a year. (www.global2000.at/papiermuell)

While the masses are demonstrating to protest waste, around 1.1 million tonnes of paper requiring around 14 billion litres of water and a million tonnes of CO2 to produce, is landing in German letterboxes. Forests in countries such as Romania, Indonesia and Canada are being cut down to produce it. (stern.de)

A high – and extremely environmentally damaging – price for a means of advertising, whose relevance and justification is being heavily discussed. A large number of these booklets and inserts are thrown away without even being read. Modern consumers prefer to find offers that suit them via channels chosen by them.

Personalised advertising and appealing to individual target groups has long since been the key to a successful marketing strategy that print brochures can no longer match.

However, there is light at the end of the tunnel as many retailers and countries are adapting in more positive ways:

Many retailers and DIY stores have been offering their brochures online for years and use Offerista portals such as Marktjagd (Germany), Wogibtswas (Austria) or Prospecto (Bulgaria) to pass on their digital advertising material to the user.

In Amsterdam, for example, print advertising can only be placed in letterboxes featuring a sticker saying advertising expressly permitted. By doing so, the city saves

6,000 tonnes of waste a year as only 23% of Amsterdam households chose this option. (kontrast.at). In France, around 280,000 tonnes of advertising post is currently being circulated and in Bulgaria it is still 9,843 tonnes. (cleanupnetwork.com)

More about this please!

Benjamin Thym, Managing Director of Offerista Group, is dealing daily with digital alternatives to mountains of advertising waste every day. But a lot of information is still required from retailers, because a recent EHI study
called “Trends in Commercial Marketing”, around 93 percent of the CMOs surveyed said that print advertising was still an adequate way of reaching people, despite the increasing online presence of consumers.

It remains successful as an alternative option for advertising local offers even though digital campaigns are far more measurable than print campaigns.

With more than ten years of expertise in this area, Offerista Group offers industry-specific solutions and supports its customers in daily business with fresh campaign ideas.

Through digital brochure distribution, wide-reaching push notifications and Google campaigns which optimally support cross-channel strategies, goals are set for over-the-counter trade that are measurable and with which every customer is extensively advised based on their needs and wishes.

Best Practice: Cross-channel strategy for food retailers

Best Practice: Cross-channel strategy for food retailers

Best Practice: Cross-channel strategy for food retailers

Customers no longer differentiate between offline and online or individual digital channels. It is important to reach consumers at the right touchpoint with the right message.  As a result, the following – mostly subconscious – expectations arise: Receiving (price) information online at the time of intent to buy in order to then purchase the (discounted) product advertised in store. The focus on cross-channel strategies is increasing, not least in the food retail area. In the wake of this, one of the largest food retailers commissioned the Offerista Group to reach out to new and existing customers via digital channels as part of a cross-channel campaign, attract them into the stores, maximise frequency and minimise the costs per unique user reached.
THE CHALLENGE

In order to meet the above-mentioned customer requirements and optimally distribute the campaign budget across the relevant advertising channels for the target group, a renowned food retailer was searching for a partner with the relevant expertise for cross-channel solutions and drive-to-store campaigns. The Offerista Group was hired to advertise upcoming new store openings in a targeted way through market modernisation. The clearly formulated campaign objective is to measure and increase store visits while minimising advertising costs and lowering costs per unique user.

THE APPROACH

With a respective duration of two weeks each (separated into pre-launch, launch and after-launch campaigns), the food retailer’s new openings and special offers are positioned cross-channel for the stores as defined above. The intelligent, local control not only takes place via the pull marketing channels of the wide-reaching Offerista network, but particularly through multiple, relevant channels for the target group:

 The order for the high-quality services of the Offerista Group with the aim of optimum customer output in terms of store visits and consumers/advertising contacts/unique users reached, includes in particular the cross-channel setup, ongoing optimisation and tailoring to the various platforms.
THE RESULTS

Cross-channel costs were effectively optimised as part of the new opening campaigns:


About Offerista Group
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.
Press contact Offerista Group:
Lydia Bauers
+49 (0)30 609 839 625
lydia.bauers@offerista.com

Push notification campaign: KIA triples CTR to 17%

Push notification campaign: KIA triples CTR to 17%

Push notification campaign: KIA triples CTR to 17%

THE CHALLENGE

For the performance-oriented KIA campaign (Kia Xceed / October 2019), KIA sought new formats that support a CTR-focused and lead-oriented DO phase. Due to the good experience of working with wogibtswas.at GmbH, a member of the Offerista Group, appropriate targeting options for a new setup have been developed for the supervising agency Havas Austria.

THE APPROACH

The campaign had two main goals:

  1. Optimise options for targeting low-funnel users interested in competing car brands who have stayed longer at defined dealer locations and have been active in the app within the past eight weeks.
  2. Generate relevant traffic on the Kia landing page to increase new leads.

The defined target groups were addressed via the wogibtswas app for a period of eight weeks at the defined POIs using mobile push notifications with the advertising message; the targeting was further optimised over time to achieve even better KPIs. The framework:

  • Push message and visuals were always identical
  • Recurring link always externally to the Kia landing page
THE RESULTS

Within four campaign phases during which the targeting of push notification recipients was steadily optimised the CTR was almost tripled from 5.93% to 17.43%.

Conclusion of Havas Austria: “The CTRs we achieved are outstanding and prove that the defined targeting criteria for KIA offer great potential for optimising the quality of the target group. We’ve never been able to achieve such high CTRs before and will integrate geo-technologies with push notifications as an integral part of upcoming campaigns to generate relevant traffic.

“wogibtswas.at offers us many contemporary tools for reaching customers digitally, from constant digital product marketing to precise, geo-based push notifications. In particular, the variety of options for addressing the most valuable target group and avoid scattering losses offer great added value.“

Rene Petzner

Head of Marketing / KIA Österreich

For the first time, the Best Retail Case Awards for the best retail innovations were presented by the Location Based Marketing Association.
As Offerista Group we submitted our successful case study with Kia in the category “Retail Marketing, Service & Store Design”. With the support of our customers, we achieved third place at the Best Retail Awards in our category in the user voting. Thank you for your trust!


About Offerista Group
The Offerista Group has the most extensive network for local push notification campaigns in German-speaking Europe. Offerista Group comprises a network of more than 3.7 million potential advertising contacts.
Wogibtswas.at is the Austrian member of the Offerista Group. It reaches more than 1.5 million unique users in the most wide-coverage network in Austria. Oliver Olschewski, Managing Director of the Wogibtswas.at points out: “Push Notifications are currently our top sellers. This solution enables to reach the most valuable target audience by direct pop up at users’ home-screen and due to a broad range of targeting possibilities.
Pressekontakt Offerista Group:
Lydia Bauers
+49 (0)30 609 839 625
lydia.bauers@offerista.com

CABLE NETWORK OPERATOR UNITYMEDIA REACHES STORE VISIT RATES OF UP TO 27%

CABLE NETWORK OPERATOR UNITYMEDIA REACHES STORE VISIT RATES OF UP TO 27%

Increased store visits thanks to Drive-to-Store marketing: cable network operator UNITYMEDIA reaches store visit rates of up to 27%

Local retail marketing plays an important role in increasing store visit frequency and building revenue in the approximately 150 so-called “own” and “branded” stores in which Unitymedia is represented. In addition, Unitymedia is also represented in several large outlets (such as MediaMarktSaturn, Conrad, Real) and specialist shops (such as Mobilcom-Debitel).
The challenge

Unitymedia is noticeably affected by the pressure from online trade and fluctuations in local store visit frequency. Due to the changing ways we are using media and the associated decrease in the efficiency of traditional advertising, Unitymedia is looking for new ways to reach new and existing customers, and wants to increase both the visibility of its stores and the number of store visits. Unitymedia’s stores need efficient frequency drivers which reach customers with the right message at the perfect point in the customer journey, and which measurably increase the store visit rate.

The approach

In collaboration with the Offerista Group, experts in digital retail marketing, since December 2018 Unitymedia has been relying on a mix of digital push-and-pull channels to increase the store visit frequency. Wide-reaching, cross-channel advertising campaigns have been implemented to highlight seasonal peaks (e.g. Easter, Christmas), to communicate promotional events (such as Black Friday, Cyber Monday), and to target specific consumer groups (such as back-to-school campaigns), in addition to communicating current offers. Geo-targeting and interest-based targeting enable the communication of local offers to existing customers and potential new customers (including lookalikes) in the vicinity of stores. In order to maximise the campaign’s ROAS, smart algorithms are used to optimise cross-channel communication in accordance with store visit rates.

The results

Unitymedia’s stores work in different ways – as is shown by the Offerista Group’s 8-month cross-channel campaign. The campaign achieved a store visit rate of up to 27% (an uplift of 87% within the campaign period). The best conversion rates were achieved within a 2-5km radius of the stores. At Unitymedia’s own stores, the catchment area was even larger. Overall, a ROAS of 394% was achieved.

* Store visit up to 7 days after advertising contact

“We are investing a large proportion of our budget in digital channels. Therefore, it is essential that they can demonstrate the effect we want. The Offerista Group is a strong partner, helping us to grow our store visit frequency and significantly increase the reach of our promotions.”

Ulrike Moll

Senior Marketing Manager / Trade Marketing - Unitymedia

About the Offerista Group
The Offerista Group (www.offerista.com) is the largest provider of digital retail marketing in the DACH region. Through its own channels and network of publishers (e.g. FOCUS Online, MeineStadt and Google), Offerista communicates retailers’ digital offering through cross-channel campaigns. This unique combination enables the company to address more than half of consumers locally through push-and-pull campaigns. Offerista links online measures to their impact on local businesses, thus meaning that the success of campaigns can be measured at the POS by tracking store visits and calculating sales contributions. The company employs over 100 people at its headquarters in Dresden and at sites in Berlin, Dusseldorf, Paris and Vienna. The managing directors are Tobias Bräuer and Benjamin Thym.

Press Contact Offerista Group:
Lydia Bauers
+49 (0)30 609 839 625
lydia.bauers@offerista.com