What is Drive-to-Store?
Drive-to-Store is the combination of digital marketing campaigns with the goal of driving more customers to physical stores, in particular customers who have previously been impacted by an online campaign. It pursues the optimization of results through personalized content.
The offline and online world complement each other under a single goal: to increase consumer traffic to stores. These types of strategies allow you to impact potential and highly qualified customers at the most appropriate time to guide them to the physical point of sale. Thus, you can improve the shopping experience of consumers while achieving an increase in foot-fall.
of consumers consider physical stores a vital element in the shopping experience (1)
who visited a physical store had previously performed an online search (2)
of Smartphone users expect to obtain immediate information (3)
increase in online searches for the option “a store near me” in the last two years (4)
The beginning of a new omnichannel era
From the multichannel
With the technological revolution, retailers understood the importance of also being present in the digital channel. However, in the beginning we were faced with multichannel marketing strategies, where the objective was to impact the consumer in different channels, whether internal or external, but without any connection between them.
The consumer was approached in the online world but with the same message; no information about their behavior or their needs was available. Having an e-commerce platform or utilising digital advertising was not enough to deploy an optimal marketing strategy.
Big Data and artificial intelligence have laid the path for the omnichannel strategy.
To the omnichannel
The purchase process is increasingly complex. Immediacy is now the decisive factor: the new consumer is highly knowledgeable and demands to have their needs and desires satisfied instantly.
The digital transformation has taken a 360º turn: thanks to technological advances and Big Data, it is possible to obtain very detailed information about consumer behavior (regardless of the channel in which they move, both online and offline). This allows optimized segmentation to reach a potential high-quality audience. Then, this audience can be impacted with personalized messages which address their needs and facilitate the purchase process at every moment of their Customer Journey. Similarly, Big Data provides retailers with a complete database of analytics to measure the impact of digital campaigns in their physical stores.
What are the benefits of a Drive-to-Store campaign?
Reach a previously segmented, qualitative audience with an in-depth analysis of users’ online and offline behavior.
Cost savings and ROI optimization compared to other types of digital marketing campaigns.
Data and results in real time: precise evaluation of the digital impact in the physical store.
How? In real time to avoid biases, by collecting data through GPS and Wifi geolocation.
What are the keys to a successful
Hypersegmented audience for online or offline behavior, through geo-profiling to reach highly qualified users impacted at the key moments of their Customer Journey, driving them to the physical store.
Personalized content thanks to Big Data processing, which allows an exhaustive understanding of consumer behavior and preferences, resulting in a permanent improvement of segmentation.
You can impact those users who have interacted with your promotions or similar offers before, those who have recently visited similar stores, those who have searched online for products in your category, etc.
Data, fundamental information to be able to quantify the KPIs of your campaign focused on directing more consumers to your store.
It guarantees their maximum performance.
What formats does a Drive-to-Store campaign offer?
Digital catalog: concentrates all products, offers and promotions, essential information to drive consumers to stores, making it the centerpiece of any Drive-to-Store campaign.
Dynamic catalog: energize your catalog designed for print distribution and adapt it to the online environment. Optimize the process through a product feed and take advantage of it as a content source to generate new formats, such as banner ads aimed at maximizing consumer engagement.
Display of different sizes and typologies: Interstitial or full screen for greater impact, MPU or adapted to the user’s mobile activity for a non-intrusive perception, or conventional banners and all complemented with customization based on consumer preferences.
Adapting all formats to Drive-to-Store is the key to the success of these types of campaigns: add store information, maps to locate the nearest points of sale, a list of the best selling products, a CTA to a landing page, or another catalog with more information will allow you to maximize the return on each type of format.
How do you get data from a Drive-to-Store campaign?
With tools that allow you to understand the behavior of your consumers online and offline. With mobile geolocation data, information regarding the location of users is collected in real time and completely anonymously. This allows you to know when, how much, and how often consumers visit stores, as well as the route they take after consulting a promotion, without installing special hardware or devices in store.
What are the benefits?
▪ Information is easily accessible and unified on a single platform.
▪ Deep knowledge of consumer behavior.
▪ Analysis of the real impact of a campaign to improve ROI and optimize future campaigns.
▪ Maximum anonymity guaranteed, based on behavioral patterns and numerical codes never identified or personified.
What information can I obtain through a Drive-to-Store campaign?
Through special technologies such as Geotracking, a Drive-to-Store campaign will allow you to quantify the results. First of all, it’s essential that you define the main KPIs to be evaluated at the end of your campaign. Also keep in mind the difference between natural and incremental visits, essential to correctly evaluate the campaign.
There is a wide variety of data that you can collect and analyze in detail, and the following are the most relevant:
▪ Number of natural and incremental store visits
▪ CPV (cost per visit) & CPIV (cost per incremental visit)
▪ Frequency of visits
▪ Average time spent in store
▪ Distance traveled to the store, and the busiest hours and days
▪ Number of digital impacts before a store visit
What is the difference between natural and incremental visits?
While natural visits represent a sample not impacted by the campaign but whose Drive-to-Store behaviour is collected, the incremental visits are those explicitly exposed to the campaign and whose influx to stores must be higher to be able to say that the campaign has been successful.
The profitability of your campaign will be calculated based on the difference between both figures (Uplift Methodology) that is, the higher it is, the more effective the campaign has been.
What is Uplift?
The Uplift methodology is the comparison of the behavior of users exposed to the campaign and those not exposed. As expected, the most relevant users are those exposed to the digital marketing campaign.
Thus, each retailer must have a control group formed by non-exposed users selected at random. These clients must have the same profile as those who will be impacted by the digital marketing campaign. This indicator will show the difference between the conversion percentage of control users and the conversion percentage of exposed users, represented by an increase in their conversion to the store.
What are the advantages of the digital catalog?
The digital catalog offers the most complete and attractive content for the consumer. It is the main axis of a Drive-to-Store campaign that allows you to generate traffic to the physical store. Its main advantages are:
▪ Resource optimization and rapid implementation: easy digitization from the paper catalog.
▪ High versatility: the digital catalog allows you to reuse a lot of content for multiple personalized ads.
▪ More environmentally sustainable format, reducing paper distribution costs and favoring the optimization of the paper/digital mix.
▪ Great data potential: measurement of concrete and real-time data on user behavior and interaction.
▪ Increased engagement with consumers, through advanced features such as product search, store information, nearest stores, etc.
What is optimal format for a digital catalog?
▪ Your catalog needs 12 pages (5). Users read this length from start to finish, which means they are interested in multiple offers.
▪ Have between one and a maximum of three products on the cover. Don’t forget that the cover is the first impression your catalog gives, and it impacts whether the user opens the catalog and reads the offers.
▪ Publish once a week: a user consults digital catalogs an average of once a week, during the time they spend organizing their shopping list and actively searching for the most relevant offers.
* Sources: (1) How mobile search is driving today’s in-store shopping experience by Think with Google (2) Deloitte’s ‘The New Digital Divide’ (3) January 2019 Google/Ipsos (4) March 2019 Google Data (5) Tiendeo Metrics.