Leading home furnishings retailer, ScS, wanted to utilise display advertising to drive customers to its physical stores.
Having never invested in display before, ScS wanted to understand if the channel could influence visits to its 97 stores nationwide.
As well as increasing footfall, ScS needed tangible output in the form of increasing brand awareness to prove the value of digital ads and therefore justify further investment in this channel.
Layering key brand messages on top of data.
Epiphany leveraged GPS data to accurately target users during and after a visit to a relevant location, such as in retail parks. Using Geo Wave, Epiphany’s programmatic specialists took advantage of a ‘first in market’ opportunity to track when, how often and for how long customers visited ScS stores during the spring bank holiday - a key trading period. This allowed the team to determine if those who had seen a display advert had visited the store.
Using high-impact adverts with location-based targeting, ScS gained positive shifts in customer awareness and perception. Adverts were synced with TV and out-of-home activity to increase reach and frequency and ensure ScS were at the forefront of customers' minds during core sales periods.
The display team targeted ScS’ core customers in the lead up to key trading periods such as bank holidays, weighting budget to maximise impact.
The correlation between display spend and store visitors was extremely strong, and with huge improvements in footfall and brand awareness, the campaign proved the importance and merit of display advertising's role in driving customers to stores.
Epiphany’s post-campaign analysis drew on the many observed data points and trends to allow the team to further enhance future campaigns, such as modifying spend in line with the weather.
What the client says
"Programmatic gives us instant access to our target audience wherever they are online, and we particularly see the benefit of being able to instantaneously increase or decrease reach to drive store footfall at key trading times.
Our relationship with Epiphany is extremely close, with our online marketing team speaking daily about creative, audience and execution of each new campaign. This gives a great mix of our industry knowledge and Epiphany’s ability to deliver programmatic campaigns."