Challenge
An FMCG company opened two new stationary stores in Poland. It ran a campaign advertising the grand opening. However, it didn't get the interest it had hoped for, and burned through a significant portion of the budget. The company found that the ads displayed to audiences in different parts of the country - instead of to those in the immediate vicinity of the stationary stores. So it began looking for tools to carry out precise local marketing.
Action
- Segmentation of audiences
With iPresso, the company was able to easily segment consumers into groups and isolate those who live closest to a particular store. - Creation of GeoPoints
The company used the cutting-edge iPresso tool to determine the position of its stationary points and eliminated contacts living too far away. - Sending personalized messages
Consumers received emails and text messages informing them of a stationary outlet in the area, along with the promotions available there. Personalization and segmentation made it possible to automatically select content for the recipient.
Results
- The company succeeded in building brand awareness in the local market. 31% of consumers returned to stationary outlets.
- Consumers were eager to read messages about local promotions. More than 30% of consumers clicked on a link to learn more about the amenities at a particular stationary outlet.
- There was a 28% increase in sales due to strong interest from consumers living near a stationary store.
- The average order value increased by 15%, and consumers often added promotional products advertised at the local outlet to their shopping carts.
