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Flourish

Core disciplines: Advertising/Creative, CRM/Customer engagement, Integrated marketing

 

OVERVIEW

Toolstation open new stores every week. But in a crowded marketplace, they can get lost. They needed to make a splash, and we were happy to jump in. The challenge was to develop an innovative mobile strategy to drive footfall into the new stores.

 

DEVELOPING AN INNOVATIVE NEW STRATEGY TO PROMOTE NEW TOOLSTATION STORE OPENINGS

 

 

BACKGROUND

Toolstation is one of Britain's fastest growing suppliers of tools, accessories and building supplies to the trade, home improvers and self-builders. But that growth comes with its own challenges.

 

OUR APPROACH

We identified a key audience using device cookie data and their location history to target those who had visited a Screwfix store within the previous 60 days - using a new technology platform enables us to show store and segment creative through mobile display inventory. 


CREATIVE DEVELOPMENT

The strategy was built around the technology, allowing us to disrupt the market by delivering real-time creative to in-market customers. We were able to target high value customers based on frequency of visit to competitor stores.

By delivering the campaign within drive time specifications of the store locations, we knew time poor tradesmen didn’t want to travel far during the working day. Creative was based around the store location, so any user within a Toolstation store radius would receive a store specific piece of creative containing address and opening times, plus a link to the store specific landing page. The various formats enabled to ensure brand messaging was key but also key CTAs such as distance and drive time.

ROI Increased by

35%

from the display channel compared to other display campaigns running concurrently

Average Clickthrough of 1.2%

an increase of 200%

based against other display campaigns

It drove

1.5m impressions

68% of which were new

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