What was the role of digital within the media mix?
Google Local Campaigns allowed the team to brand Bose store locations in Google Maps alongside new products and offers. By clicking on the Bose logo, consumers would see a call to action encouraging them to call, save, or get directions to the store, as well as information about testing in store.
To be sure of reaching consumers most likely to be interested, the team used remarketing lists for search ads and increased bids for in-market audiences. For instance, they made bid adjustments to show ads to people whose online behaviour suggested they were in-market for products like speakers or wearables.
increase in store visits year on year
increase in revenue generated from store visits
Within the first week, the Google Local Campaigns alone drove approximately 10,000 additional store visits at 98% lower cost per acquisition compared to always-on campaigns. The team also gained valuable insights about consumer behaviour that could be shared across other channels such as social and programmatic.
Bose uses a bespoke formula to calculate the impact of online marketing on in-store activity. Analysis showed that this strategy increased store visits by 50% year-on-year, with revenue generated from store visits increasing by 56%. By expanding the remit of search to a driver of footfall to bricks-and-mortar stores, Bose accrued additional in-store sales.
Bose plans to keep Google Local Campaigns live in the UK and roll it out to more European markets. It is also looking to use Store Visit Conversions measurement in Google Analytics and automate bidding in selected campaigns to optimise to a store visit cost per acquisition goal.
In a sentence...
How Bose drove consumers to its stores and dramatically boosted sales via a location-based mobile campaign.