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Drive-to-store-SMS
  • Acquisition
  • Activation
  • Luxury goods
  • Retail
  • Article
16.06.2022

Drive-to-Store: Dékuple Ingénierie Marketing launches “Track In The Shop” to measure visits to points of sale

“Track In The shop” makes it possible to measure conversions into visits to physical points of sale and retail sites with great reliability in order to manage and optimize the effectiveness of drive-to-store campaigns.

With the sales approaching, which are less and less attractive and at a time when the number of visitors to physical stores is slowly increasing, bringing consumers back to points of sale is more than ever a real challenge for the brands. Dékuple Ingénierie Marketing is launching Track in the shop, which makes it possible to measure conversions into visits to physical points of sale and commercial sites with great reliability in order to manage and optimize the effectiveness of drive-to-store campaigns.

On and offline monitoring

By aggregating several solutions from different trusted third-party partners, Dékuple Ingénierie Marketing has developed Track in the Shop: a solution for tracking the individual journey through all the contact points of the multichannel campaign (Emails, SMS, SEO/SEA, Display in App, social networks, leaflets, DOOH & OOH, connected TV, etc.) until visiting a retail site or a physical point of sale.

The importance of location-based marketing in key figures

88
88
88
88
%
of people who search locally on their phone visit a store within 24 hours (Google Local Search Statistics 2019)
70
70
70
70
%
of prospects who receive geolocated messages would decide to go to a nearby physical point of sale (Médiamétrie and the Mobile Marketing Association via Offremedia, Infographie: the smartphone at the heart of drive-to-store, 2019)

A virtuous operation

Thanks to a network of applications providing geolocated data in compliance with the GDPR or even using a bluetooth or wi-fi box to be installed at the entrance to points of sale, Dékuple Ingénierie Marketing analyzes the traffic generated by each of the contact points in order to identify the best customer journeys. Thanks to token technology, Track in the Shop unifies all the stages of the visitor’s media journey.

Measuring the business impact of multi-channel campaigns and journeys allows brands to engage in an iterative process of continuous improvement. The Track in the Shop offer is part of the high-performance technologies that make it possible to be as close as possible to new expectations and new uses of consumers with the aim of building their loyalty and improving efficiency in a CSR context.

Printemps department stores measure the cost per incremental visit thanks to "Track In The Shop"

The Printemps brand launched a campaign of 62,500 text messages in its catchment area of ​​14 stores. The implementation of Track in the Shop has enabled it to measure a Cost Per Incremental Visit (CPVI) of €6.20 (figure to be compared with the average basket made by the brand) and to record a rate of visits additional points of sale of 2.26% linked to this lever alone.

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