An established, multi-state, eco-friendly brick and mortar furniture retail company asked if it were possible to seek out consumers who were ready-to-buy, and entice them to physically visit multiple locations. Their intent was to use digital advertising NOT to drive more online sales, but to substantially increase IN-STORE sales during the four weeks prior to Christmas (11/27/2016 to 12/24/2016).
RMI built new algorithmic tools, geo-fencing segmented audiences from identified potential buyers of boutique home goods. There segments were based on (but not limited to) key signifiers, such as people who’d visited:
- Homes for sale
- Realty offices
- Mortgage lenders
- Big-box home goods retailers and similar brands such as stores Williams Sonoma and Crate & Barrel
The RMI campaign drove consumers, who were not likely to have visited our client's stores, to take definitive action. The results of the campaign are displayed below as incremental visits.
RMI’s client estimated that 10% of these new store visitors made an average purchase of $2,500. Ten percent represents approximately 3,600 in-store visitors, which resulted in almost $9 million in additional revenues during their biggest buying season of the year.
Moreover, for every single dollar spent on display advertising the return was nearly a 30:1 ratio—just imagine if you could make 30:1 on your money over the course of 27 days!
Programmatic display is a scientific, scalable and highly effective way to increase in-store traffic and sales. But it was only due to RMI’s creative staff that such a result was possible. RMI enjoys combining the analytical with the creative to find the solutions their clients desire.
Response Mine Health discovered that the targets exposed to an ad using these segments was 28% more likely to visit the regional boutique retailer.