In anticipation of the back to school season we received a brief from the European brand of Family Outfits to increase the traffic to stores leading to an increase of the school collection sales
To solve this problem, the Agency proposed to add an inShopper platform-based performance tool, which allows to attract new customers, evaluate the effectiveness of online advertising, user engagement and return on investment in a digital campaign for large and medium-size offline retail.
Platform: inShopper (Mail.ru group)
Mechanics: Buy any product from XXX store for RUR 1,500, get a RUR 500 cashback
Product segment: Family outfits (women, men, children, kids)
Geo: Russia (list of particular cities), more than 20 stores
AC period: 2 weeks
What is inShopper platform
Digital platform for brands, where you can find out about products, promotions of key retailers throughout Russia and get a reward upon purchase. Distribution of the brand offer is carried out through media promotion on myTarget platform.
On inShopper platform, a brand promotion card was established, creatives for each product category were prepared, and advertising account was set up for the target audience:
Geo: brand stores host cities + supergeo local
TA: core consumer interest with overlapped interests
Add. settings: the audience of shopping centers in which brand stores are present; remarketing to site visitors
Traffic: CRM purchase on myTarget platform, mobile formats
Encountered problems: at the start of advertising, we limited the product range to one collection, which led to decrease in users’ buying activity. People inquired about the campaign actively, but did not buy in stores or scan sales checks. We got a negative ROAS on the first part of the test
At the second stage of the advertising campaign, we extended the campaign to the entire product range.
Within 2nd flight, we received the representative amount of data, based on which we were able to draw conclusions on the results of
~ 3 million impressions / 5,400 clicks
Average CR per purchase – 3.29%
Number of sales checks scanned – 176