Ensuring brand visibility and optimal ROI during the sales season
Overview
Conforama, a leading retailer of furniture and decorative items, has a network of 155 stores across France. Thirteen of these stores are located in “Oui-Pub” experimental zones. Historically dependent on paper flyers to advertise its offers, Conforama is at a significant turning point in its acquisition strategy.
Key objectives
Digitization of the communication strategy
Drive-to-Store
Identify a digital channel
Our solutions
In 2023, we carried out numerous SMS Drive-to-Web campaigns, enabling us to develop an even more effective strategy to address the network's new challenges: generating in-store traffic and rolling out new activations for Black Friday, Christmas, and the 2024 winter sales period.
Integrate creative support
Data e targeting
Audit delle campagne precedenti basato su dati dichiarativi, analisi dettagliata dei database attivati e dei modelli di distribuzione esistenti.
Implementazione di un monitoraggio accurato per identificare i partner e i segmenti più efficaci, con ampliamento dei target tramite criteri comportamentali e di similarità.
Deduplicazione tra database per controllare la pressione di marketing.
SMS OneClick
Conforama has refocused its strategy on SMS campaigns to promote its digital catalog and special offers.
A simple text message is sent containing a unique short URL that identifies the people who click on it and their behavior.
Integrated creative assets
Creation of an intermediate landing page presenting current offers and the brand's legal notices before redirecting to the current digital catalog, which is updated at each key moment.
Content focused on flagship products and promotions, aimed at directing consumers to the digital catalog and encouraging visits to points of sale.
Data Orientation
Data Orientation
Main results
By shifting focus from paper‑based communication to a fully digital approach, we enabled Conforama to stay ahead of evolving consumer behaviour, reduce dependency on traditional media and better address the sustainability and performance demands of today’s retail environment.
Testimonials
