Online shopping data drives offline revenue growth of 410% for retailer Homecentre

January 9, 2020

This case study originally appeared in Econsultancy. 

The living and home accessories brand works with ForwardPMX to create a seamless customer journey from online browsing to in-store purchase. 

The move to online shopping is frequently cited as the cause for falling performances across the high street. Home furnishings retailer Homecentre turned to agency ForwardPMX to help grow its offline revenue by 410% using online data.

ForwardPMX aimed to make the journey from online to offline as seamless as possible for a brand that uses both eCommerce and physical retail channels. using first-party data and advanced analytics to understand what online behaviors lea to in-store purchases.

It used the findings to shape Homecentre’s search strategy and optimize ad spend in order to grow revenue.

Objectives & Aims

ForwardPMX and Homecentre set out to better understand the relationship between online and offline influences and behaviors on the customer’s journey to purchase to grow revenues, boost Homecentre’s online presence and optimize spend ad spend.

The objectives for this project were to:

• Investigate methods of stitching Gooqle Ads data together with Homecentre’s CRM data
• Quantify the effect of a digital marketing on offline sales
• Analyze data to find insights to boost Homecentre’s online presence and performance
• Drive offline revenue increase with paid search by 30%

Implementation, Execution & Tactics 

ForwardPMX’s first step was getting whitelisted for Google SSD, which allowed the measurement of the impact paid search has on awareness, research and purchase for both on and offline interactions.

ForwardPMX initially ran a test campaign with stable pricing and promotions and ensured there was creative parity between online and in-store messaging. It then collated raw store purchase data from Homecentre that could be matched using Google technology.

The process was then automated to deliver in an FTP synced within Google Ads. This allowed for data processing that could show offline conversion values for both search and shopping campaigns within 48 hours.

The data showed that the products thought unpopular due to low online impressions, such as sofa beds and dining tables. actually drove higher return on paid search spend as customers converted offline. By increasing investment on these product categories, Homecentre was able to drive a growth in sales in-store.

This data then fed into the optimization of keywords and ad groups associated with in-store shopping trends. As an automated process, this system can continue to deliver insights on the impact of paid search beyond straightforward eCommerce purchase attribution.

Results

The results of increased investment in generic campaigns and the impact on offline revenue was far beyond initial targets. Homecentre’s offline revenue increased by 410% and the investment delivered offline ROAS of 230%.

It also yielded the important learning that paid search was shown to be not only valuable as a performance-based eCommerce channel, but as an integral part of the broader marketing strategy.

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