Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.
OKAÏDI USES A WEB-TO-STORE STRATEGY
TO ATTRACT NEW CUSTOMERS TO ITS
STORES

MISSION

CHALLENGE

ATTRACT NEW CUSTOMERS TO P...
OKAÏDI USES A WEB-TO-STORE STRATEGY
TO ATTRACT NEW CUSTOMERS TO ITS
STORES

SOLUTION

RESULTS

A MEDIA STRATEGY DEPLOYED W...
Prochain SlideShare
Chargement dans…5
×

[KEYADE CASE STUDY] Okaïdi uses a web-to-store strategy to attract new customers to its stores

The Mission: Attract new customers to physical stores
The Challenge: Implement geo-targeted online campaigns
The Solution: A media strategy deployed within the customer catchment area
The Results: Sales targets met and exceeded

  • Identifiez-vous pour voir les commentaires

  • Soyez le premier à aimer ceci

[KEYADE CASE STUDY] Okaïdi uses a web-to-store strategy to attract new customers to its stores

  1. 1. OKAÏDI USES A WEB-TO-STORE STRATEGY TO ATTRACT NEW CUSTOMERS TO ITS STORES MISSION CHALLENGE ATTRACT NEW CUSTOMERS TO PHYSICAL STORES IMPLEMENT CAMPAIGNS Okaïdi is a French brand of ready-to-wear children's apparel, an industry leader in 70 countries and a member of the IDGroup conglomerate. The brand has about 350 brick-and-mortar stores in France, mostly located in town centers and large shopping malls. For this new store, the goal is — naturally — to attract new customers. This means alerting potential customers living in the new mall's shopping zone or customer catchment area to the presence of the new store. Okaïdi turns to Keyade to design and manage geo-targeted online campaigns. The opening of a new shopping mall in Paris, the Aéroville, on 17 October 2013 also marked the opening of Okaïdi's 348th store. To publicize its brand and inform potential customers of its new store in Aéroville, Okaïdi decided to advertise in advance of the shopping center's inauguration. GEO-TARGETED Maxime Grasso Traffic Manager “This was the first time we have tested the web-to-store concept with Keyade, and it was a conclusive trial run. We estimate that three-fourths of the requests for gifts in the store were generated through online advertising.” ONLINE
  2. 2. OKAÏDI USES A WEB-TO-STORE STRATEGY TO ATTRACT NEW CUSTOMERS TO ITS STORES SOLUTION RESULTS A MEDIA STRATEGY DEPLOYED WITHIN THE CUSTOMER CATCHMENT AREA SALES Keyade recommends a media plan that includes three different campaigns: The media plan was executed over the 10 days immediately preceding the shopping mall opening day. The combination of online and offline marketing within the shopping mall's customer catchment area generated significant foot traffic to the store, exceeding the company's established targets. The company also took the lead with its innovative campaign to give a gift to visitors who saw the ad and visited the store; the strategy paid off handsomely, as hundreds of potential customers presented themselves for their gift at the Okaïdi store. - A theme-based display campaign that reaches a highly specific audience profile based on a defined target. - A "banners and text" search campaign that positions itself on keywords of competing brands as well as content sites mentioning them. - A classic search campaign, with a mobile counterpart, that positions the brand on generic keywords and keywords specific to the shopping mall's location. TARGETS MET AND EXCEEDED Using geo-targeting features, these campaigns allowed us to target the new shopping mall's customer catchment area while excluding specific zones. For example, in order to avoid cannibalizing sales from other Okaïdi stores, certain zones within the Aéroville customer catchment area having an Okaïdi store were excluded from the scope of the online campaign. Finally, ad banners broadcast a dual message: promoting the Aéroville opening, as well as inviting viewers to head over to the Okaïdi store and collect a free gift by giving a password. Okaïdi, founded in 1996, creates ready-to-wear clothing for children ages 0 to 14 years. It is a brand of IDGroup, the French children's apparel and toys conglomerate. Okaïdi is a universal brand that embodies creativity and respect for the individual identity of each and every child around the world. Keyade is an independent company specializing in performance-based online media acquisition (Keyade Agency), and its conversion using dedicated technologies and services (Madmetrics). Launched in 2006, Keyade now operates in over 80 countries from its offices in Paris, France, and Dubai, UAE. Its client portfolio includes OLX, Meetic/Match.com, Air France, Jumeirah, Redoute and Voyages-SNCF. In 2011 Keyade received capital investments from entrepreneurs Marc Simoncini (Meetic, iFrance) through his Jaïna fund, and Fabrice Grinda (Zingy, OLX). Siège social : Keyade, 8 rue du Sentier, 75002 Paris – France SAS au capital de 49 481 euros, immatriculée au RCS Paris B 490 339 207 – N° CNIL : 1244457 www.keyade.com / contact@keyade.com / +33 (0) 1.44.79.38.13

×