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Digitization of stationary sales measures

Measures to demonstrably strengthen offline and online sales

This project was all about digital transformation. The aim of the partnership was to reach out to potential customers beyond 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.

Leiner & kika Möbelhandel GmbH offers trend furniture for Austria and is the epitome of a successful company “Made in Austria”. Founded in 1973, the company is one of the largest furniture retailers in Austria, with 26 stores for kika and 14 Leiner stores. With a wide range of products for every taste and budget, customers will find comprehensive furnishing solutions here.

Advertise in-store topics digitally? You can't?

… You can! 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?

With this 6-step plan, we have transferred the classic advertising formats into the digital world:

Creation of media plan

Budget planning

Digitize brochures

Digital kitchen planning and consulting

Definition of expansion stages

Analysis of KPIs

#1 Media plan creation

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 etc.) were not only synchronized with the measures in the digital sector, but that they could also feed 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.

#2 Create a budget plan

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.

#3 Digitize brochures

In the course of the online marketing strategy, it was above all necessary to revise classic advertising media and to 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 brochures. The campaigns generate equally good traffic for the stores and sales for the online stores. The reach was already significantly improved in the first quarter.

#4 Digital kitchen planning and consulting

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.

#5 Definition of expansion stages

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 testing.

#6 Analysis of KPIs

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 see potential? Where are there seasonal/economic/other interactions that should be countered or that can be leveraged? Where should terms be shortened or extended? In regular coordination and evaluation meetings, we can evaluate the measures together with Leiner & kika Möbelhandel GmbH and discuss the further procedure.

Summary

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 such, 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. Außerdem konnten wir die Werbeerinnerung steigern und mehr Vertrauen für die Marken Leiner und kika schaffen.

We thank you for the trust you have placed in us as a full service digital agency, look forward to all further challenges and are excited about the positive developments in the future.

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