Region
Lithuania
Stationery store, long established in the market. The company has been operating since 1992 and during this time has opened 9 offline stores, also sells goods online.
Website did not bring sales, but rather served as a catalog. That is, customers chose goods but bought them in offline stores.
Search and contextual media advertising on Google (search network, Google Maps, Gmail, etc.) and YouTube.
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The stationery niche, like any other, has seasonality. The most active periods
are
July-August, associated with preparation for school, and October-December, the
time of
the Christmas holidays.
Also during these periods,thematic goods appear in the assortment - educational
literature in summer and Christmas paraphernalia in winter (garlands, Christmas
decorations, etc.).
In summer, goods with seasonal demand were popular, but the situation changed in winter.
Therefore, we had to intensify sales of New Year goods.
This is important,
firstly, because they are
the main source of income in the pre-holiday period, and secondly, unsold goods
will have to be stored
somewhere for a year. To solve this problem, we temporarily suspended all
advertising campaigns and left
only those related to the New Year.
Customers from cities where there are physical stores of the brand more often just looked at the goods and bought them offline. In regions where there are no stores, there was no choice, so they ordered goods online. Because of this peculiarity, we could only track the exact number of orders for these regions.
The client noted that after launching the ads, sales increased not only on the website but also in offline stores.
Re-display ads to users who have already visited the site.
Remarketing helps to bring users back to the site.
For example, someone looked at a product but didn't buy it, remarketing shows ads,
thus reminding the user of his choice and encouraging him to buy.
Increase conversions and brand awareness.
The launch of contextual advertising, remarketing, website improvement and adaptation to seasonal changes allowed us to increase the effectiveness of stationery store promotion.
Especially successful was the launch of smart campaigns to promote individual stores, which significantly increased offline sales.
ACCOUNT MANAGER
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