The Success Story
The objectives
Transition to a strategy
fully digital communication
Drive-to-store
especially in "Yes-Pub" areas
Identify a digital channel
to communicate locally around points of sale and generate qualified traffic to its stores, particularly during its sales highlights
Our solution
In 2023, we carried out a number of SMS operations Drive-to-Web, enabling us to develop an even more effective strategy to address the network's new challenges:
Generate in-store traffic and deploy new activations for BF, Christmas and the Winter Sales 24 period.
SMS OneClick®
- Conforama has reoriented its strategy towards SMS campaigns to highlight its digital catalog and promotional offers.
- Sending a simple SMS containing a unique short URL to identify clickers and their behavior.
Assets Créa
- Creation of an intermediary Landing Page presenting current offers and the brand's legal disclaimer, before redirecting to the current digital catalog , updated at each highlight.
- Content focused on flagship products and promotions, to direct consumers to the digital catalog and encourage POS visits.
Data and Targeting
- Targeting proposed within a maximum 5km radius of the POS, based on socio-demographic criteria of 25-59 year-olds, furniture/decor intentionalists and promophiles via cross-referencing of our proprietary databases with segments from data-providers.
- Use of CONFORAMA's customer database for a pure conquest operation, with updates at every key moment.
Results
8,7K
Sales generated by addressed profiles
16
ROI
32%
of Average click-through rate
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