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Store and digital marketing: good leverage for sales?

Published on by Sabine Roy - updated on

Doing digital marketing to sell online is a well-established practice, but it's not the same for in-store purchases. For many, this lever is more effective in e-commerce, or it’s too complicated to measure its impact. This 2019 One-to-One Monaco conference exposes how, on the contrary, it can be used to generate point-of-sale traffic.

How to do digital marketing to boost sales in stores?

Focus on the evolution of consumer behavior

The uses of consumers are changing, so we must take into account and act on this phenomenon by proposing experiences and using tools and different techniques. Googleand the Fnac-Darty group collaborated on the deployment of digital marketing for the stores, based on the following elements:

  • An ecosystem of very popular services provided by Google, allowing Fnac-Darty to use its wealth of data.
  • Build on these services robust measurement protocols to evaluate the "online to offline" effects.
  • Get in touch with consumers through all their Internet uses: playing games, researching, watching a video, etc.
  • Google can reach a high level of population coverage, making the Internet a powerful medium for the offline (search, YouTube, display network, mobility with Google map ...).

What are the behavioral signals that stimulate activity in the store?

Digital marketing relies on behavioral signals that allow one to understand consumers and send them relevant messages; on the other hand to understand what are the different ways of approaching them. To stimulate activity in the store, it’s possible either to answer an expressed need or to use the behavioral signals to define the way in which one wishes to address the customers.

Respond to a need expressed

For Julien le Bescond, "the Internet has also become a companion, a natural assistant in the purchasing process". There are now three buying paths involving the use of the web:

  • Do everything online.
  • Look for in-store ideas but take advantage of promotional offers or advantageous online delivery terms.
  • Do your research online before going to the store to buy.
  • It’s the latter which is experiencing both the strongest growth and which already dominates certain categories of products. To know the impact of these practices, it’s possible to carry out the following actions:
  • For search purchases, local bidding must be adjusted based on the distance between the user and the point of sale.
  • Commercially, shopping ads are more efficient because they offer the user a product and a price that allow him to project into the offer. Local information must be added via "local inventory ads".
  • In order for all this to be of interest, it’s necessary to be able to measure it: either by the impact of the advertisements on the turnover in store, or by the impact on the visits to the point of sale.

Fnac and Darty have a strong loyalty program and also collect data from the shelves held by the sellers. Some of the results of working with Google to address a stated need include:

  • The return on investment (ROI) was multiplied respectively by 2.7 and 4.4 for Fnac and for Darty, taking into account the store turnover for which the SEA contributed.
  • Mobile investment is more profitable in search because it is more omnichannel. Mobile ROI is 1.2 times better than desktop for Fnac, and 1.5 times better for Darty.
  • People take the time to prepare their purchase on the web, which usually leads to a higher average basket.
  • The acquisition of traffic on the Fnac marketplace products within Google Shopping generates in-store traffic on the products sold by the brand. The ROI of the marketplace investment integrating web and store was multiplied by 2.4.

Stimulate the desire to go to the store

Internet is not only a powerful medium, but it is also intrinsically complementary to traditional media (television, radio, press). The younger the customers, the more their media consumption is transferred to the Internet. To exploit this opportunity, it is possible to rely on the following elements:

  • Choose the right formats to make you want to go to the store.
  • Target and choose audiences
  • Measure to verify the most relevant solutions.

The results of Fnac Darty on a panel of campaigns in YouTube between back to school Christmas 2018 were uplifting, because the impact on store traffic was excellent. Indeed, one million store visits were influenced at a competitive cost, between 20 and 60 cents per visit.

SPEAKERS: Julien LE BESCOND, GOOGLE FRANCE ; Emilie ARNAUD et David NEDZELA, FNAC-DARTY

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