Challenge
An FMCG company opened two new physical stores in Poland and launched a grand opening advertising campaign. Despite spending a significant portion of its budget, the campaign failed to generate the expected interest. The fundamental issue was that the ads were displayed to audiences across the entire country, rather than being precisely targeted to those in the immediate vicinity of the new locations. The company recognized the urgent need for tools to execute precise local marketing.
Action
The company implemented a highly specific, location-based targeting strategy using iPresso:
- Audience Segmentation: Using iPresso’s capabilities, the company easily segmented its customer base to isolate and target only those consumers residing closest to a particular new store location.
- Creation of GeoPoints: The company utilized iPresso’s advanced tool to accurately define the geographical position of its new stationary points and, crucially, automatically filter out contacts living too far away from the relevant store.
- Sending Personalized Messages: Targeted consumers received emails and text messages (SMS) that informed them about the opening of the local stationary outlet and highlighted the specific promotions available there. Segmentation and content personalization ensured that the information sent was automatically relevant to the recipient's location and potential interests.
Results
The shift to precise local marketing yielded powerful results in store traffic and sales:
- Local Brand Awareness and Return Rate: The company successfully built brand awareness in the local markets. A significant 31% of targeted consumers returned to the stationary outlets for repeat visits.
- Engagement: Consumers showed high interest in the local promotional messages. More than 30% of recipients clicked on a link to learn more about the amenities and offers at the specific stationary location.
- Sales Growth: Sales saw a substantial 28% increase due to the strong interest generated among consumers living near the new stores.
- Average Order Value (AOV): The AOV increased by 15%, as consumers often added the promotional products advertised at the local outlet to their shopping carts.
