Measures to demonstrably strengthen offline and online sales
This project was all about digital transformation. The aim of the collaboration was to reach out to potential customers beyond the traditional offline marketing channels. We developed a comprehensive digital strategy to strengthen brick-and-mortar retail, make it more attractive again, and attract more visitors to our stores.
With dedicated channel management, we ensure that we boost and stimulate stationary retail with the help of the transfer of print, radio and TV to the digital sector and additional online marketing.
… There you go! And do it successfully with location-based targeting and sophisticated campaign planning.
The mail refusal rate is becoming an ever-increasing challenge, forcing Leiner & kika Möbelhandel GmbH to push further ahead in its digital transformation and find new ways to continue to reach a firmly established target group for itself.
First, the necessary channels had to be identified and then the topics had to be placed precisely at channel level, always with the target group in mind. Which campaign works via which channels, how do the previous advertising materials have to be transported into the digital world, so that it is still guaranteed that with a mail refusal rate (meanwhile of over 40% in Vienna) the campaigns can still be communicated at the appropriate place?
Creation of media plan
Kitchen planning and consulting digital
Definition of expansion stages
Analysis of KPIs
With the help of a marketing plan, we were able to ensure across the board that classic advertising measures (print, TV, radio, point of sale,…) were not only synchronized with the measures in the digital sector, but that they could also cross-fertilize each other on an ongoing basis. Thus, in a very short time, Google Ads, YouTube as well as DV360 and social media became the main pillars of this project.
In the course of marketing planning, it was also necessary to distribute the budgets optimally so that as many touchpoints as possible can be ensured for a potential customer throughout the entire funnel and attention for the brand is increased in the vicinity of the Leiner & kika stores.
In the course of the online marketing strategy, it was above all also necessary to revise classic advertising materials and transfer them to the digital world. The brochures, which were previously delivered by mail, formed the basis for this. They were digitized and used in a variety of channels, including social media, SEA, and at DV360 for strong in-store promotional advertising. Specially created landing pages provide a useful link and extension from stationary topics to the online stores kika and Leiner. The advantages of this are that the products are directly clickable for the user, so he can find further information and an appealing presentation of the products in the shortest possible time. In addition, it accurately tracks the performance of the different prospectuses. The campaigns generate equally good traffic for the stores and sales for the online stores. The range was already significantly improved in the first quarter.
Promoting kitchen planning in SEA, social media and the like is one of the most important services that needed to be pushed. For this purpose, we created static advertising materials and videos that offer incentives for kitchen planning as well as clear advantage communication and promotion of the current kitchen campaign. As a result, our campaigns have been proven to continuously increase kitchen appointments across channels and lift them to a new record level.
As with most projects, there was a lot of testing at the campaign level and in the various channels at the beginning. For this purpose, we conducted various AB tests, optimized with different objectives and were able to constantly improve our KPIs and regulate and optimize the measures. A clear framework for the project content in terms of budget and campaign duration is essential. Thus, it was also necessary to define expansion stages and to bring some topics into a sensible chronological sequence in order to exclude mutual interactions as far as possible, especially during testings.
The elaboration of a holistic tracking and the set-up of a comprehensive reporting offers all parties full control on campaign and channel level as well as the daily analysis of KPIs. Where do we still see potential? Where are there seasonal/economic/other interactions that should be countered or that can be leveraged? Where should terms be shortened or lengthened? In regular coordination and evaluation meetings, we can evaluate the measures together with Leiner & kika Möbelhandel GmbH and discuss the further procedure.
The “Digital Store Marketing” project has established itself as a successful “always-on concept” and has become the most important sparring partner in the marketing construct for Leiner & kika Möbelhandel GmbH, alongside the print and classic sectors (radio, TV). Stationary products have made their way into Google Shopping and Facebook, Instagram and the like, with a proven boost in offline and online sales, as well as an increase in store visits. We were also able to increase advertising recall and create more trust for the Leiner and kika brands. The task now is to plan for the 2024 financial year and integrate further measures into the concept.