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!