Increasing impact of digital marketing on offline conversions
With warehouses still being at the heart of the Biltema’s business model, they were looking to increase foot-traffic through digital marketing. Precis was the answer. The solution was driving and measuring offline impact from online activities.
Biltema’s vision is to financially simplify owning cars, boats and houses through offering building materials, tools and leisure goods of high quality at affordable prices. Biltema was founded in 1963, and opened its first store in Norway in 1983. In 2019 they count 64 stores in Norway and 136 in total across the Nordics.
A number of facts
STORE VISITS
Through a more granular and hyperlocal account strategy and increased focus on foot-traffic we increased store visits by 86% Year on Year.
COST PER STORE VISIT
We maximized value per click due to an increase in traffic and maintaining a high conv.rate. This resulted in a 46% decrease in cost per store visit.
TRAFFIC AT SAME COST
Quality score improvements through account restructuring as well as re-allocation of budgets resulted in an 81% increase in traffic, at the same cost.
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Precis understands our needs and goals, and with their implementation we were able to increase our traffic, revenue and get more customers to our stores.
Three focus areas
Local Inventory Ads
Local inventory ads allowed us to showcase Biltema’s products in a new way, and the channel has driven over 78,000 store visits since launch. This was beneficial not only due to the channel's capabilities, but the early implementation also gave us a competitive advantage.
Hyperlocal structure
The optimal account structure allowed us to buy more traffic at lower costs. Additionally, we were able to prioritize the most valuable users from a store visits perspective. When reaching users close to the warehouses it was key to tailor messaging and CTAs to drive foot-traffic.
Optimal KPI setting
Store Visits being the main KPI allowed us to shift focus when buying and optimizing traffic. Paid search was identified as the main driver of footfall, so we were able to optimize this channel to maximize offline impact. As a result of the high impact, we also increased investments in these channels.