Hyper-Precision Retail Revolution: Bridging Digital and Offline with Lilly Drogerie
In a region where digital precision is becoming essential for marketing success, offline retail remains a frontier with untapped potential. With our longstanding client, Lilly Drogerie, one of the leading drugstore and pharmacy chains in Serbia, Media House agency faced the challenge of bridging the gap between the precision of digital advertising and the vast, unmeasured sales potential of their physical stores. The question we asked was simple: How can we effectively connect the dots between digital engagement and footfall?
Background
We focused on the 10 grocery stores where our sales were the lowest. Using BLACK C's high-tech product AZIRA, we identified people who had been to these markets in the last 90 days and targeted these people with special inbuild map ad models when they are in proximity to this supermarket during workhours. Simultaneously, people inside these supermarkets were targeted in real time, and directed to sales.
Execution
With BLACK C FOOTFALL Reporting, people who exposed to our digital ads are matched with the foot traffic and daily sales data, creating a powerful new tool to drive foot traffic and increase sales. This innovation has allowed us to make real-time and daily sales optimizations. We could finally see the correlation between foot traffic and offline sales, and we could make supermarket-based analyses.
Results
The results were impressive. The campaign generated 1.2M impressions to the relevant audience around the supermarkets driving over 5000 footfall, resulting in a 40% increase in Finish sales over the entire run period. In addition, we pioneered offline sales frequency analysis and creative effectiveness analysis for the first time in the industry.
Most importantly, we have developed a robust optimization and measurement mechanism for offline sales channels and are one step closer to the future. We've turned a challenge into a game-changing opportunity. We don't just innovate; We are transforming the industry.
