Objectives.
Australian retailer, Rebel, wanted to understand the effectiveness of its digital efforts in driving in-store foot traffic. They tasked NMPi with connecting the dots between search ad clicks and in-store sales to drive high-value shoppers to Rebel stores.
Strategy.
NMPi’s used store visit conversions to measure the aggregated statistics of Google users who clicked on one of its search ads and then visited a Rebel store. To chalk up a store visit, the tool matched users’ anonymised location histories to the locations of Rebel’s 94 stores across Australia. Optimised digital campaigns based on omni-channel measurement date.
From the data collected we were able to expand search coverage to product categories driving more customers to stores.
Results.
We were able to increase store visit rate from digital efforts by 44% in just three months. Category share on key sport categories increased by 15% and overall we boosted YoY profits by 15%.
