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
Christmas under special circumstances
– What gifts will be given and how will Christmas shopping work this year?
This past year has been turned completely on its head, including the festive season, and 2020 has been a year of special circumstances (namely, COVID-19).
The lockdown measures in Austria during Black Friday and strict requirements for businesses in Germany until the end of the year are forcing retailers to be flexible in the way they advertise their offers.
During these final months of the year, when sales are most lucrative, it is important for many retailers to offer customers a COVID-safe shopping experience and continue their Christmas trade as normally as possible after Black Friday.
How are consumers planning to shop for Christmas in 2020?
We wanted to know more, so as part of an exclusive survey (content in German) by the Offerista Group in November, we asked Germans and Austrians across all age categories about their predicted shopping behaviour over Christmas.
Two-thirds of Austrians surveyed said they would purchase the majority of their gifts from retailers. Businesses there will be able to reopen from 7 December following the previous month’s lockdown. In Germany, half of those surveyed also intend to shop in local stores for Christmas gifts.
The difference compared to Austria in terms of online shopping behaviour is also very interesting: while in Austria only 13% of people intend to buy presents from online shopping providers such as Amazon or Wish, in Germany a fifth of those surveyed would purchase Christmas gifts online.
What sort of things will be lovingly wrapped and put under the tree?
According to the survey, Germans will mostly be buying entertainment-related gifts. This year, 41% are planning to give electronic items, books and games as gifts. The coronavirus has probably contributed to this increased interest in home entertainment. People are wanting to give Christmas presents that help pass the time, given that we are spending more time at home.
In Austria, clothes, shoes and accessories are the most popular items. Just nine percent of people surveyed put the “Experiences and Services” category on their shopping list, with consumer uncertainty also playing a role here. At present, nobody can truly predict the effects that COVID-19 will have on the future.
Read more interesting answers to questions on the channels that inspire potential customers and the importance of seasonal sales offers in the full survey.
Are you a retailer and want to promote your December offers to a wider audience?
With a cross-channel campaign, you can appeal to potential customers through various user-relevant channels to convey your advertising message to a wider audience.
As a shopper marketing network, the Offerista Group is always on hand to advise you and can help set up your individual campaign at short notice, letting you enjoy the pre-Christmas season and focus entirely on your customers.
“Think twice before you print!”
Because we want to do our bit to protecting the environment each day
We believe that everyone can protect the environment.
Whether it’s avoiding plastic, using energy from a green supplier or putting an insect hotel on your balcony – the little everyday practical tips are no longer a secret.
But how can a company contribute to protecting the environment?
Recycling, green energy and considerate use of the office printer speak for themselves and are part of everyday life at all Offerista Group branches.
“Team Orange” for the environment
We have set up a team across all branches to ensure that our office environments are eco-friendly. This might be a team colleague using a cloth bag to go shopping during their lunch break (to avoid using plastic bags). Opting for fair trade, organic and vegan food provides an alternative to animal products and leads to consuming in a more conscious way.
How do we protect the environment through digital retail marketing with our customers and partners?
At present, retailers still largely rely on print advertising with many flyers often ending up in the wastepaper bin without even being read. How can we stay informed of local offers?
We want to offer retailers paperless and simple alternatives to effectively send their advertising message to their target group in an environmentally friendly way.
As a Shopper Marketing Network, Offerista offers tailored marketing solutions from digital brochure distribution and display campaigns to complex omni-channel marketing. Receive non-binding advice at any time.
Environmental footprint as a business card
As part of the “Leaders for climate action”, we place great value on waste avoidance and recycling as well as secure energy (green electricity). Together with climatepartner.com, we were able to offset our carbon footprint in 2019 with 202.8 tonnes of CO2 emissions.
Better for the environment in future – digital genius
Each year, 36 kilograms of paper end up in the letterboxes of German households.
With more than 33 million households, this corresponds to 1.2 billion kilograms of paper waste being produced each year (source: cleanupnetwork.com) and advertising post is often thrown away without even being read.
This enormous paper consumption and the carbon footprint linked to printing and printer ink all contribute to an environmental imbalance. As a result, more potential customers are now putting “no advertising” signs on their letterboxes.
But what are the alternatives for retailers to effectively and regularly contact consumers in future while protecting the environment?
Making your customers aware of your commitment to the environment is a great opportunity
In an exclusive study by Offerista for the German specialist publication Lebensmittel Praxis, 1,233 consumers aged over 18 in the DACH region were asked between May and June 2020 how important environmental factors were to them when shopping. 60% of those surveyed said that sustainable packaging was particularly important to them.
These findings offer great potential when advertising your offers:
By avoiding paper, you can support the interests of your customers.
Digital channels convey your advertising message in a more targeted way and you can reach consumers on their most personal device: their smartphone.
Increased use of online discount sites
In Austria, the active use of online discount sites and apps, which provide digital brochures, increased in the last four years (2016 – 2020) from 31.5% to 41.4%. In 2020, digital advertising measures have already replaced traditional flyersfor 35% of Austrians. (Flyer study by wogibtswas.at/Offerista)
A similar trend can also be seen in Germany:
in 2017 alone, the number of people rejecting promotional advertising was 25% in Germany and rose to 28% within three years. (https://www.onetoone.de/)
Change of mindset when implementing advertising budget
The distribution of advertising budgets is changing significantly.
A current statistic shows that, for the first time in 2020, digital advertising in Germany accounted for a larger proportion of total sales in the advertising industry than traditional (print) advertising. According to Statista Advertising & Media Outlook, the proportion this year will be 51 percent. The forecast according to Statista dictates that this proportion will continually increase by 3.8 percent over the next few years. (Source: Infographic: Digital advertising on the rise)
Flexibility is a major advantage of digital channels. In times of coronavirus, it is important for retailers to quickly and easily adapt their advertising message to inform customers about new opening hours or offers, for example.
This is a huge advantage for consumers as they can easily stay up to date online and view the latest offers from their favourite stores on their smartphone.
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
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.
Have You Seen My Client Specs? – Customer Centricity in the Retail Sector
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”
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
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.
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)
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
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).
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.
+49 (0)30 609 839 625