Location targeted stores achieved 10% sales uplift 8% footfall uplift
Stores using proximity location targeting saw a sales uplift of 10%, and a footfall uplift of 8% over the period of the campaign
LOCATION TARGETING using store PROXIMITY drives ONLINE PURCHASE intent
Consumer engagement from those who had been close to store saw secondary action rate 190% over benchmark, with 75% choosing the “Shop Now”
LOCATION IS A HIGH INDICATOR OF BEHAVIOUR INTENT42% of recorded store visitations were carried out within 72 hours of ad exposure, indicating consumers are more likely to visit when exposure is recent.
We used real-time proximity to target people who were close to specific stores to capture people in the right mindset and drive visitation. L’Occitane split their audience into 3 different groups;
In total, 43 stores were targeted throughout the UK,
out of an estate of 77.
To engage L’Occitane’s gift buying audience, high impact interstitial and banner media units were used that conveyed the romanticism and nature of the Provençal golden hour message as the perfect gift for an occasion.
Users within close proximity received a “dynamic distance” ad layer, which displayed the distance and direction of stores within the mobile creative, to harness the power of location intent. For those who were identified as having had been close by, high impact interstitial media units were used, with a link to a bespoke landing page. Consumers were then given the option to engage further with the ‘Terre de Lumière’ fragrance with a clear call to actions, for example ‘Shop Now’.
Mark Dugdale, Digital and CRM Director, L’Occitane
Farhad Koodoruth, Co-Founder, Threepipe