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Piazza Italia: Drive To Store

Leverage Drive-To-Store to Increase Traffic and Performance of New Stores

Piazza Italia S.p.A. is an Italian fashion brand with a history dating back to 1993. Over the years, it has established a strong presence in the fashion retail sector, both nationally and internationally, through a network of owned and franchised stores.

Thanks to a consistent growth strategy, the brand has become a market leader, achieving notable growth in both turnover and number of stores opened.

  • Client
    Piazza Italia
  • Sector
    Fashion retail
  • Areas of expertise
    Online Advertising, Digital Marketing

1. Goals

With the opening of some new physical stores, we wanted to quantify the impact of digital advertising activities, also comparing the results obtained from the various media channels used.

We planned these activities for two independent stores with high business relevance, but since they’re located in urban areas, they don’t get as much visibility as stores in shopping centers do. 

In order to achieve these goals, we have set the following objectives:

  • Maximize in-store traffic in the first week of the stores opening 
  • Measure the impact of the different activities on the turnover
  • Test different approaches with different types of campaigns (both for Vendor and objective) and have access to the results of each store to understand their effectiveness
Storeis - Case Study Piazza Italia

2. Our Approach 

To reach these goals, we put together a media plan to spread the word about the coupon offer. It included a 20% discount on the first purchase, which customers could redeem at the checkout during the first 10 days of the store opening.

The media plan included:

  • A Lead Generation campaign on Meta targeted around the new Stores with the completion of the native form, after which the user received the Coupon via email
  • Google (Search Brand, DemandGen) and Meta (Traffic) campaigns, which were targeted around the stores. These campaigns directed the user to a landing page where they could register to receive the coupon via email.

At the same time as the campaigns were launched, specific UTMs were incorporated to track the source of the campaign, as well as the targeting and creativity employed. This allowed us to obtain highly detailed qualitative insights.

The coupon generated was nominal and therefore unique for each user. This aspect of the promotional dynamics is fundamental for analyzing the purchasing behavior of the leads collected.

3. Key Wins

The activated campaigns have enabled Piazza Italia to achieve the desired traffic and turnover objectives for the two new stores. Additionally, they have facilitated the collection of high-quality data, which can be leveraged to optimize future Drive to Store activities. 

  • Revenue and traffic: 20% of those who downloaded the coupon made a purchase in-store, with an average receipt 64% higher than the average value of Piazza Italia stores.
  • New customers acquisition: 95% of in-store coupon redeemers had never made a purchase from Piazza Italia, either online or in-store (as registered/logged-in customers).

 

  • Return on investment: While not the primary objective of the campaign, the Drive-to-Store initiative for the two openings yielded a return on advertising spend (ROAS) of 6x.
  • Cost efficiency: For the campaign with Meta’s native lead form, the CPL was 45% lower than the average for similar campaigns aimed at immediate coupon redemption on the e-commerce site.
  • Data-driven insights: The data-driven insights gained from tracking the performance of each coupon enabled us to identify the most effective types of media, audiences, and creative strategies. These insights will inform our future Drive-to-Store activities and help us refine our approach.