How did we achieve that?

We designed store specific strategies to maximise the value of localisation; ensuring potential customers have the most seamless experience possible when they had to interact with the brand online during their offline purchasing journey, as well as offline during their online journeys. We coupled this with insights derived from historic customer data, proactively personalising messaging from SERPs to site for their key demographic, and effectively leveraging local store promotions where possible.

By providing clear and relevant information on stores to users based on their searches, locations, and historic behaviour (if they had engaged with the brand before and how), we were able to both incite store visits via online searches which occurred local to stores, but were not originally intended to end in an offline purchase, and more effectively facilitate searches that were intended to end with an offline outcome than in-market peers.

After successful testing, we continued to refine and improve the quality of the online interactions offline customers were having during their purchasing journey and further improve performance.