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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.
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
3. Development of a marketing plan for seasonal peaks and year-round promotion of
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-
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!
POCO INCREASES LOCAL STORE VISIT RATE BY 323 % THANKS TO EFFECTIVE DIGITAL MIX
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.
- 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
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
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.
Cae Study | POCO
“The KPI Store Visits provide us with valuable information about the efficiency of our digital campaigns. They are an important component of an omnichannel evaluation that will enable us to invest our marketing budget more effectively.” – Marcel Bewersdorf, Head of Online Marketing / eCommerce
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.
Contact partner Offerista Group:
+49 30 84 71 21 18-85
+49 176 20 06 87 56