Brand operating in the Automotive Accessory industry, born from a small business 60 years ago, today it is an established Italian firm with a catalog of more than 100,000 items on its ecommerce website. Over the years, this brand has built a network of over 28 physical stores in Italy.
Digital and traditional ecosystems are often seen by retailers as two separate channels. Nevertheless, now more than ever, it becomes essential to integrate these two universes in a synergic way with common business objectives, since the distinction between them is blurring.
The brand has expanded rapidly in Italy, opening a growing number of physical stores, including a new flagship store in Lombardy.
The main project goal was to support the store opening with the realization of an effective drive-to-store omnichannel strategy, based on the orchestration of digital channels.
The Drive-To-Store strategy we conceived was based on a thorough online advertising plan, rolled-out in 2 phases:
In the post-opening phase, we focused on Google, creating search campaigns localized in the geographical area of reference, in order to collect the previously generated demand and search intentions. A Local campaign and a Discovery campaign were also activated to support the traffic to the new store.
All campaigns were geographically set around the specific area of interest, in order to reach a very segmented and defined target audience.
The impact of the strategy was demonstrated by the huge footfall driven to the new store: 4,727 accesses were recorded at the opening event. On the second and third day from the opening, the entrances were +2,900 and +1200 respectively.
By adding this data, we get a total of about 9,000 accesses recorded in the first 3 days of opening.
An effective Drive-To-Store strategy results from the perfect synergy between different touch points. Such a success would not have been possible without a global promotional, organizational, and communicative alignment.