From understanding retail needs and challenges to media activation: what are the best practices to adopt to optimize the ROI of your local communication?
“Optimization means defining an objective and measuring the ability of the actions undertaken to achieve this objective. A simple logic, but which becomes complex to implement for a brand where each store is anchored in a specific local reality.”Hence the need to benefit from suitable advice, based on detailed knowledge of consumers in each area, in order to implement the most suitable system.“, explains Arnaud Dubin, Associate Marketing and Sales Director at Pub Audit. A multi-media advertising purchasing center and geomarketing specialist, Pub Audit exploits, among other things, INSEE data, declarative data from surveys, and finally GPS geolocation data of consumers as part of a recent partnership with CitiProfile.
While ROI is more difficult to grasp in the context of branding campaigns, the success of drive-to-store operations is measured by the generation of in-store traffic and the resulting sales.To acquire traffic, nothing beats promotion. A promotional device will involve several media, but the ideal remains advertising prints, which allow you to highlight several offers in a single activation.“, explains the expert. Print is thus still the channel that generates the most attention among consumers (among 50% of them), ahead of TV (47%), according to the 2024 barometer of the study on the French appetite for media, by Pub Audit and Toluna / Harris Interactive.
Equip yourself to measure
To measure the effectiveness of these actions, “We will then look at the impact of these on the sales of the products highlighted, and potentially link a promo to a specific activation via a code“, indicates Arnaud Dubin, who nevertheless warns: “Success is not limited to the change in turnover at a given time. You need to be able to have the data to measure the impact of a campaign on the evolution of the brand’s penetration rate in its catchment area.“To know if we are recruiting beyond promophiles, and to define the real cost of acquiring a customer, we must be able to integrate the customer into a CRM or a loyalty program to benefit from this data and monitor the evolution of their consumption.
However, “The loyalty program is not the panacea. It allows you to capture data and personalize the relationship to a certain extent, but we must not forget why consumers go to the store: to have an experience, get advice, be inspired… If the consumer was only motivated by the purchase of a product, they would find it more easily online!“, recalls Arnaud Dubin, for whom price and promotions are not everything. Thus, 65% of French people surveyed by Toluna / Harris Interactive make at least one purchase every month in a shopping center, ahead of Amazon (57%).
Find our podcast series “Let’s Talk Local” to find out more.
Source: www.ecommercemag.fr
