In a context of strong commercial pressure, celio chose to make omnichannel a real performance lever. The aim: to address two major issues of modern retail at once, growing e-commerce sales while supporting in-store traffic.
Rather than seeing these goals as competing, the brand bet on an approach able to make them work together. Drawing on the latest innovations of Social platforms, it built a media strategy designed to reach consumers as close as possible to their intentions, their usage and their local environment.
When omnichannel becomes a business lever
For many retailers, digital performance and retail performance are still managed separately. Investments, success indicators and sometimes even the messages addressed to consumers differ by channel.
Yet purchase journeys no longer follow this logic. A consumer discovers a product on social networks, looks at an offer online, then completes the purchase in store. Conversely, a store visit can trigger a later purchase on the e-commerce site.
Faced with this reality, the challenge is no longer to choose between store and digital, but to create synergies between the two.
Three levers to bring media and retail closer
The strategy put in place relies on three complementary levers.
A fine analysis of catchment areas: thanks to catchment-area analysis, media activations can be concentrated on the most relevant audiences for each store. This approach optimises investment while strengthening the brand’s local presence.
A direct link between media and the point of sale: the use of store extensions connects digital campaigns directly to physical stores by providing useful information to the consumer: address, opening hours, directions or local availability. Media is no longer limited to generating interest; it becomes a real accelerator of store visits.
Messages contextualised by journey: content is adapted to audiences’ intentions. A user in the discovery phase is not exposed to the same message as a consumer already engaged in a purchase journey. This personalisation strengthens the relevance of communications and improves overall campaign effectiveness. The goal remains the same: delivering the right message to the right person at the right time.
An approach that combines performance and desirability
Beyond the e-commerce objective, this strategy demonstrates Social’s ability to develop brand desirability at local level.
Thanks to the precision of targeting and the contextualisation of messages, it becomes possible to support digital performance and the attractiveness of points of sale at the same time. An approach particularly relevant for retailers seeking to maximise their overall revenue rather than optimise a single channel.
Going further. This topic continues with tigrz’s Media Performance expertise and our media effectiveness measurement methods.
On the same topic: « Drive-to-store: when Snapchat makes it possible to measure the real in-store impact of campaigns for Bouygues Telecom » and « How to measure the business increment brought by your Facebook or Instagram campaigns? Our case with ba&sh. ».
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