What are the benefits of a drive-to-store campaign? A drive-to-store campaign uses digital channels to attract consumers to physical stores and make purchases. Put simply, they amplify store traffic in order to increase the number of conversions at the point of sale. Drive-to-store campaigns are part of an omnichannel strategy within the marketing plan and must meet certain requirements to be successful.
The customer journey has become more complex due to the multitude of digital channels available to the consumer. In this climate, retailers have a great opportunity to generate points of contact with the consumer before a purchase is made.
Faced with an omnichannel consumer, a drive-to-store campaign is key to generating unique shopping experiences based on the ROPO concept (Research Online, Purchase Offline) and thus increasing traffic to the point of sale and the number of conversions. Next, we explain the 6 main benefits of any drive-to-store campaign.
1. Increase customer engagement with your campaign
Drive-to-store campaigns are based on hypersegmentation of the audience, and their success will depend on the personalization of the content you offer. This content can be segmented according to location, preference or both. That is why your drive-to-store strategy must be well defined.
When a drive-to-store campaign is implemented, hundreds of creative materials are generated to impact the target audience of the retailer. As a starting point, these ads promote the digital catalog, and the products and offers it contains. They must be adapted to each format depending on the channel in which they are distributed.
Thanks to the online and offline data on consumer behavior to which the retailer has access, the potential to personalize the content is greater. This makes it possible to impact a highly qualified consumer interested in finding offers and promotions through the online channel.
Therefore, offering this hyper-segmented content to a highly qualified audience will increase consumers’ online and offline interaction with your campaign, enabling greater engagement with your business.
2. Gain valuable consumer insights
Thanks to real-time metrics, drive-to-store campaigns can be continuously optimized. This type of campaign collects a large amount of data on consumer behavior, both online and offline.
This type of campaign collects a large amount of data on consumer behavior, both online and offline.
With all the insights that retailers have at their fingertips thanks to the consumer data obtained, drive-to-store campaigns can be continuously optimized according to the preferences of the campaign audience.
3. Distribute the campaign budget efficiently
Online and offline channels feed into each other in a drive-to-store campaign. The distribution of the budget to each channel, as well as the use of appropriate creative materials, is key to generating greater impact.
The budget for a drive-to-store campaign is distributed daily to the most efficient channel and to the highest-performing ad. This continuous optimization allows retailers to reduce campaign costs and obtain better results.
4. Accurately segment your target audienc
Segmentation in a drive-to-store campaign is one of the main pillars supporting the success of the action. Thanks to this type of campaign, retailers can impact a highly qualified audience with a high purchase intention.
These types of campaigns are a great source of data on consumer behavior both online and offline. Thanks to them, retailers can generate high-quality audiences to increase the number of visits to points of sale.
5. Improve performance in each campaign
As mentioned above, the ads that make up drive-to-store campaigns are generated from the products and offers that are included in the retailer’s digital catalog.
These ads are optimized based on the performance and results they bring to the campaign. If one of them is not performing well, it is removed from the equation and replaced with one that offers better metrics.
It is important that retailers take into account the geographical area in which the ads are displayed. An ad that performs well in one location may not necessarily perform as well in a different location.
6. Facilitate decision making
Drive-to-store campaigns collect live information. Access to real-time performance data from the drive-to-store campaign will allow you to modify its configuration if the established objectives have not been achieved.
This data optimizes the distribution of ads for each channel and identifies the combination that performs best and achieves the objectives defined in the strategy.