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Case Studies

Best practice for retailer

Discover the potential of digital advertising with our best practice cases and exciting case studies.
Digital retail marketing in 12 countries

Digital retail marketing in 12 countries

Digital retail marketing in 12 countries – KIK INCREASES VISITOR RATE UP TO 19 PERCENT

THE CHALLENGE

Expansion into multiple countries poses major challenges for retailers to keep the number of visits to (new) stores profitable.
With the European-wide distribution of its advertising material and current expansion into the Bulgarian market, the well-known textile manufacturer KiK has taken a huge step forward.
Minimising advertising expenditure while expanding its outreach is an important matter for the German textile group. To achieve this, a new advertising strategy was developed for all of the branches in Germany and abroad to follow.

IMPLEMENTATION

The extensive cross-channel campaign, consisting of international digital brochure distribution, push notifications (in Germany) and advertising of offers through Offerista promoted targeted, regularly changing flights.
The pushes were played out in the German branches and sent based on the users’ interests.
In Bulgaria, a key factor was to both increase brand awareness and appeal to new customers.
In Germany, visitor frequency to local stores was measured to monitor the campaign’s success.

THE RESULTS

More than 50% of the planned budget was spent during the first few days of a new flight as the target group interacted heavily with the advertising media.
In German branches, a visitor frequency of 15.8 percent was recorded after reading the digital brochure. Even 19.1 percent visited a store after opening a push notification.
For the (branch-related) push notifications in Germany, the CTR was above average at 32.48 percent within ten days.
In Bulgaria, the measures helped the large textile company to successfully launch in a new sales country.
The results of the campaign were more than satisfactory for the customer.

“By working with the Offerista Group, we were able to minimise our expenses and the transparent reporting provided us with insight into performance at all times. In the future, we would like to focus on digital advertising measures because we are convinced by the measurability of success.”

Jessica Paracz

Head of department Online Marketing international, KiK Digital GmbH


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:
Nicole Bucher
+49 (0) 351 41 88 94 41
nicole.bucher@offerista.com

A digital compact solution after lockdown

A digital compact solution 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:
Nicole Bucher
+49 (0) 351 41 88 94 41
nicole.bucher@offerista.com

With Cross-Channel campaign products sold out in store

With Cross-Channel campaign 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:
Nicole Bucher
+49 (0) 351 41 88 94 41
nicole.bucher@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:
Nicole Bucher
+49 (0) 351 41 88 94 41
nicole.bucher@offerista.com

KIK BULGARIA ACHIEVES OVER 20% ENGAGEMENT RATE

KIK BULGARIA ACHIEVES OVER 20% ENGAGEMENT RATE

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.

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:
Nicole Bucher
+49 (0) 351 41 88 94 41
nicole.bucher@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
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:
Nicole Bucher
+49 (0) 351 41 88 94 41
nicole.bucher@offerista.com

UNITYMEDIA REACHES STORE VISIT RATES OF UP TO 27%

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 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:
Nicole Bucher
+49 (0) 351 41 88 94 41
nicole.bucher@offerista.com

ALNATURA ACHIEVES 558% OFFLINE ROAS

ALNATURA ACHIEVES 558% OFFLINE ROAS

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 the branches (+ 82% uplift within the campaign period). It wasn’t just pull that attracted customers to the markets – 11% of the new customers who were potentially reached visited the store following a push notification.

* 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 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:
Nicole Bucher
+49 (0) 351 41 88 94 41
nicole.bucher@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 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:
Nicole Bucher
+49 (0) 351 41 88 94 41
nicole.bucher@offerista.com

POCO INCREASES LOCAL STORE VISIT RATE BY 323 %

POCO INCREASES LOCAL STORE VISIT RATE BY 323 %

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
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:
Nicole Bucher
+49 (0) 351 41 88 94 41
nicole.bucher@offerista.com