Webinar: which solutions to generate and measure drive-to-store?
Implementation of tests in selected areas and segmented into clusters (urban, peri-urban, rural, etc.).
BUT : Drive-to-store
Replace advertising leaflets with a more efficient digital media mix
Since 2021, the prospectus has been called into question for 4 reasons: inflation of the cost of paper, long time-to-market, need to reduce the CO2 impact, and anticipation of the French “Oui Pub” regulation.
Our
solutions
Test and measure the impact of new digital channels in terms of traffic and sales, and compare them with that of the prospectus.
Define the best marketing mix for each store, to compensate for the drop in the prospectus.
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4 digital levers (geolocated SMS, display drive-to-store, Facebook, SEA) tested as an alternative to the leaflet, in different areas according to a rigorous protocol (comparisons between similar areas, and with reference periods).
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Precise measurement of the impact in terms of traffic and sales.
The key points
Implementation of a rigorous protocol to measure the impact of each channel on drive-to-store
Iterative tests to optimize the digital media mix
Measurement of drive-to-store and impact on in-store sales
The Dékuple touch
A complete response, from advice to the implementation of campaigns on the various channels
A rigorous approach to performance measurement, supported by Marketing Mix Modeling
Chiffres clés
30
30
30
30
%
For the 1st test phase, 30% of the paper leaflet budget was reinvested in digital levers
ROI
ROI
ROI
ROI
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Best R.O.I. of the media mix after replacement of the paper leaflet and optimization through iterative tests.
