|Entrant||OMD Dubai, UNITED ARAB EMIRATES|
|Category||Travel, Leisure, Retail, Restaurants & Fast Food Chains|
OMD Dubai, UNITED ARAB EMIRATES
OMD Dubai, UNITED ARAB EMIRATES
Why is this work relevant for Media?
Driving footfall into the Centrepoint stores was the main objective of the campaign. The success of our efforts would be recognized through the following KPIs:
Uplift in store footfall
Average Transaction Value
Uplift in store footfall & ATV: Landmark CRM Data
ROAS: Combination of Bionic ad tech & Landmark CRM Data
Key mediums were used to achieve these set KPIs as our budget strategy was to invest on mediums that can help understand and evaluate the ROPO effect and take optimizations actions by leveraging ad tech solutions to attribute sales back to media exposure and achieve our business results.
As Retail apocalypse takes center stage in recent years, Brick and Mortar retailers are facing massive challenges to increase footfall in stores and margins are declining as promo intensity surges.
Centrepoint, like many other retail brands, was having a second year of degrowth. From an advertising and media perspective, all retailers were struggling to capture the same customer. Media mix was similar, communication too was the same revolving around tactical / sale messaging. It was a sea of sameness.
Amazonification effect in the retail industry has seamlessly established a frictionless experience for consumers blurring the lines between the physical and digital shopping transactions, therefore giving way for cross border transactions to eat into our already shrinking pie.
Growth in these conditions seemed to be a mammoth task.
Describe the creative idea/insights
Omni-channel customers are more valuable than the average customer. And to that effect, we ran a marketing mix modelling and mapped it with their CRM data – Shukran and saw the role of Technology as prominent during in-store purchase decisions, we also noticed the influence of a digital touchpoint has jumped up by more than 4 times in the last decade.
And particularly in our category, we started to see lines blurring between the two worlds.
The key insight that led to this idea is that shoppers ‘Research Online about the product and Purchase Offline’.
This phenomenon was on the rise giving way to our media strategy.
Describe the strategy.
With pressures the retail world is facing, we crafted a fully-integrated solution that solved the overarching consumer ecosystem in the 'Research Online Purchase Offline'-world and generated business results.
We re-positioned the role of Brick and Mortar from a sales channel to a marketing channel and deployed multi-channel measurement technology across Landmark Group's entire ecosystem to deliver dynamic messaging whilst managing the life-cycle of the consumer path to purchase.
Describe the execution.
We deployed Bionic’s proprietary and award-winning Offline Conversions solution to track and optimize sales. We even deployed a mobile technology, which utilizes polygon-mapping to map out the area to be measured. This Mobile Location Technology then starts collecting mobile device ids that have been ‘seen’ within the mapped area, we then match the mobile ids collected at the location to the mobile ids to whom our ad was served to calculate the exposure-to-footfall conversion rate. The footfall conversion rate of the exposed group is measured against the controlled group to find the uplift because of media exposure.
We also integrated proprietary technology across Wi-Fi routers in all stores to:
a) Identify shoppers who have been to stores
b) Understand their dwell times
c) Re-market them to convert in-app and on the flip-side, integrated CRM & POS systems to social marketing platforms to attribute in store transactions to social media investments
List the results.
81x UPLIFT IN FOOTFALL WHICH TRANSLATED TO
AND GENERATED REVENUE WORTH $668,245
||Director - Strategic Marketing Investment
||Director - Measurement & Operations
||Director - Investments
||Associate Director - Planning
||Manager - Planning
||Manager - Performance
||Senior Executive - Planning