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

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.

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 four 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 four 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


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

ALNATURA ACHIEVES 558% OFFLINE ROAS WITH DIGITAL RETAIL MARKETING

ALNATURA ACHIEVES 558% OFFLINE ROAS WITH DIGITAL RETAIL MARKETING

ALNATURA ACHIEVES 558% OFFLINE ROAS WITH DIGITAL RETAIL MARKETING

Organic wholesalers Alnatura, in cooperation with the Offerista Group, are setting their sights on digital retail marketing with a focus on digitisation and sustainability. They are appealing to new and existing customers via digital channels to inform them about current market offers. Various push-and-pull channels form the heart of the campaign, ensuring an efficient approach and maximising offline ROAS.
The challenge

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.

The approach

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 results

The campaign achieved a store visit rate of 9% in Alnatura branches (an uplift of 82% within the campaign period). As well as attracting customers to the markets through “pull” measures, the campaign appealed to potential new customers via interest-based push notifications, achieving an engagement rate of 12.6%, of which 11% subsequently visited a store.

* Store visit up to 7 days after advertising contact

“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.”

Christoph Hosseus

Department Manager, Alnatura Digital | Marketing

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

Reach ad deniers digitally

Reach ad deniers digitally

REACH AD DENIERS DIGITALLY

Unused potential in print: a quarter of Germans are ad deniers

They are young, mostly male and live in urban hubs: promotional mail has no place in the quality of life of young urbanites. But apparently the over-60s would also like make their purchase choices without printed materials. According to a recent study by the IFH, one in four German consumers belongs to the group of ad deniers – and the trend is growing.

Conurbations with high rates of “no advertising” households include Frankfurt, Hamburg (over 50%) and Munich (61.5%). But even in rural areas, the proportion of people who elect not to receive promotional mail is not insignificant, and it is on the rise. (Source: POSTAKTUELL)

Reach ad deniers through push-and-pull campaigns

In cooperation with microm, a leading specialist in customer and location intelligence, you can benefit from the Offerista network (> 45 platforms) to reach ad deniers in same postcodes ​​as your branches.

 

The advantages for you

  • Reach ad deniers effectively through digital channels

  • Cross-channel playout of your campaign

  • Individual addressing of target groups

  • More effective use of your media budget

  • Activation of new customers

  • Instead of being seen as a distraction, advertising is perceived as a source of inspiration

Digital replaces print – extensive reach

With a nationwide reach of 26 million potential advertising contacts and a strong network of premium publishers, Offerista provides 360° solutions for individual digital advertising strategies. Increase the number of visitors to your (selected) stores and measurably increase your sales, e.g. for new openings, promotions or new product launches. We measure the success of your campaign right through to the point of sale (store visits, ROAS).

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

MÄC GEIZ – FROM STRATEGY TO CROSS-CHANNEL CAMPAIGN

MÄC GEIZ – FROM STRATEGY TO CROSS-CHANNEL CAMPAIGN

Case Study: MÄC-GEIZ – FROM STRATEGY TO CROSS-CHANNEL CAMPAIGN

Digital marketing options are becoming more complex on a daily basis, and new channels and technologies offer a wide range of options for communicating local offers. Using the wrong channels or not having the expertise to optimise campaigns are sure-fire ways to burn money.
THE CHALLENGE

With the average spend per customer in single digits, the focus of this household discount store is on local sales. It is seeking suitable digital channels to replace its existing print marketing activities in order to appeal to a younger target group and attract new customers to the branch. In addition, it wishes to develop a suitable marketing mix for seasonal peaks, such as Easter and back-to-school campaigns.

360° WORKSHOP FOR DIGITAL RETAIL MARKETING

  1. Analysis of the status quo: competitive environment, target group(s), evaluation of existing measures (such as social media, CRM and website)
  2. Deep dive into the options offered by digital retail marketing: types of advertising throughout the customer journey, suitable invoicing models & KPIs in accordance with objectives
  3. Development of a marketing plan for seasonal peaks and year-round promotion of local offers
  4. Based on the results of the workshop, the Offerista Group, in coordination with Mäc-Geiz, undertook the implementation of several cross-channel campaigns to promote Mäc-Geiz’s 25th anniversary. The focus was on advertising promotional offers using suitable Google Ads formats (e.g. Lightbox), as well as extending their promotional flyer to include the Offerista network.

About Mäc Geiz
Mäc-Geiz is one of the largest German non-food discounters. The company’s core business is the non-food sector, including household items and everyday goods. The household discounter has established itself nationwide. It currently has around 290 branches in inner cities and nearby supply areas.

“The workshop with the Offerista Group revealed a huge amount of untapped potential, which we are now systematically working on exploiting. We started out with a lot of questions, and during the consulting process we received a detailed roadmap for our digital marketing. Thanks to its combination of extensive consultation with the management of digital campaigns, the Offerista Group has proved to be a first-class partner for communicating our digital offer.”
Matthias Leibe – Head of Marketing Mäc-Geiz

As experts with over 10 years of experience in digital retail marketing, we help retailers find the right marketing mix for their objectives, and efficiently manage their campaigns.Interested in an individual consulting appointment? Get in touch!

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

POCO INCREASES LOCAL STORE VISIT RATE BY 323 % THANKS TO EFFECTIVE DIGITAL MIX

POCO INCREASES LOCAL STORE VISIT RATE BY 323 % THANKS TO EFFECTIVE DIGITAL MIX

POCO INCREASES LOCAL STORE VISIT RATE BY 323 % THANKS TO EFFECTIVE DIGITAL MIX

Dresden/Berlin, 21 January 2019 – The customer journey is becoming increasingly complex, while new technologies are simultaneously providing more and more options for linking digital measures to their offline advertising impact. Both are topics that have long been recognised by POCO’s furniture stores, and they have been successfully implemented in terms of the company’s digital strategy. POCO has opted for a user-centric, platform-independent approach (such as Google Ads & the Offerista Network) with the goal of sustainably increasing sales in its local stores.

The importance of ROPO for POCO
People who are concerned with the topic of furnishing and renovating are increasingly going online to find out more. “Online has become a very important channel in the buying process. Our goal is to offer each and every prospective customer a suitable starting point within the framework of our omnichannel strategy, regardless of whether they want to find out more about our range online or are ready to make a purchase,” says Marcel Bewersdorf. When sales are analysed, the company’s bricks-and-mortar stores form the clear focus. Therefore, it is essential for POCO to measure the impact of its online marketing on store visits, in order to be able to increase customer frequency specifically via digital campaigns.

Objectives

  • To increase customer frequency in bricks-and-mortar stores
  • To increase sales in local stores
  • To minimise the cost per store visit
  • To strengthen internal acceptance that digital marketing works for local businesses

Approach

  • Cross-channel promotion of local offers across multiple platforms (e.g., Google Ads, Google MyBusiness, and Offerista Network)

  • Targeted regional broadcast of campaigns in the radius of the > 120 branches

  • Activation of potential customers through appropriate advertising messages and formats

  • Continuous measurement and optimisation of offline advertising impact (KPI: store visits) over a 12-month period

Results
The measurement of advertising impact is based on Google Store Visit technology, as well as Offerista Store Visits. Within 12 months (comparison period of 3 months in each case), POCO was able to increase store visit rates across all channels by 323%. By simultaneously optimising CPCs, the cost per shop visit was reduced by € 1.23.

Google Store Visits verify link between online Advertising and offline impact
Dividing the marketing budget into effective digital channels plays a key role for POCO. In this context, POCO’s eCommerce return on advertising spend (RoAS) and online sales conversions have been important indicators to date. Meanwhile, further analysis and evaluation of the omnichannelRoAS has been included as an important part of the approach, as this evaluates the online approach and offline impact together. “Thanks toGoogle Store Visits, we now have a better understanding of which digital measures demonstrably bring customers to the market,” says Marcel Bewersdorf.

DOWNLOAD CASE STUDY

Case Study | POCO
“Omnichannel measurement is something that every retailer with both physical and online stores should be doing. It enabled us to see the complete picture and side-effects, which led to a better understanding of our customers’ decision and behavior.– Katja Frank, Performance Marketing Manager

About POCO
With more than 120 stores and a sales volume of approx. 1.6 billion euros in 2017, the company is one of the largest German suppliers in the self-service furniture segment, and is demonstrating consistent growth. In addition to the company’s own online store, the advertising of products on offer locally also plays a major role for the furniture retailer.

About 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 its own publisher network (e.g., FOCUS Online, MyCity, and Google), Offerista extends dealer digital offer communications across channels. This unique combination enables the company to address more than one in two consumers locally through pull and push action. Offerista combines the online measures with the effect in the local business and thus makes the campaign success measurable at the POS by tracking the store visits and calculating the sales contribution. The company employs over 100 people at its headquarters in Dresden and locations in Berlin, Essen, Paris and Vienna. 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 Group GmbH
contact@offerista.com

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Dresden
Schützenplatz 14
+49 (0) 351 41 88 94 0

 

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