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

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 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

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
Schuetzenplatz 14
D – 01067 Dresden

contact@offerista.com

01067 Dresden
Schuetzenplatz 14
+49 (0) 351 41 88 94 0

10999 Berlin
Waldemarstr. 33a
+49 (0) 30 92 12 28 40

45329 Essen
Gladbecker Str. 427
+49 (0) 201 47 09 18 83

1030 Vienna
Weyrgasse 9/11
+43 664 88 58 13 65

75009 Paris
15 Rue de Calais