{"id":32073,"date":"2022-12-19T09:32:36","date_gmt":"2022-12-19T09:32:36","guid":{"rendered":"https:\/\/thedotsociety.be\/2023\/\/?p=32073"},"modified":"2024-02-07T15:21:19","modified_gmt":"2024-02-07T15:21:19","slug":"measuring-impact-of-online-marketing-on-offline-sales","status":"publish","type":"post","link":"https:\/\/thedotsociety.be\/en\/measuring-impact-of-online-marketing-on-offline-sales\/","title":{"rendered":"Measuring impact of online marketing on offline sales"},"content":{"rendered":"<div id='av_section_1'  class='avia-section av-jtwvlqm2-3a7d2b78bb86f25086aef43f937e556d main_color avia-section-small avia-no-border-styling  avia-builder-el-0  avia-builder-el-no-sibling  avia-bg-style-scroll  av-minimum-height av-minimum-height-100  container_wrap fullsize'   data-av_minimum_height_pc='100'><div class='container av-section-cont-open' ><main  role=\"main\" itemprop=\"mainContentOfPage\"  class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-32073'><div class='entry-content-wrapper clearfix'>\n<div class='flex_column_table av-lfsw61-640d602ea82dfd2f346453fdf06a9a57 sc-av_one_fourth av-equal-height-column-flextable'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lfsw61-640d602ea82dfd2f346453fdf06a9a57\">\n.flex_column.av-lfsw61-640d602ea82dfd2f346453fdf06a9a57{\nborder-radius:0px 0px 0px 0px;\n-webkit-border-radius:0px 0px 0px 0px;\n-moz-border-radius:0px 0px 0px 0px;\n}\n<\/style>\n<div class='flex_column av-lfsw61-640d602ea82dfd2f346453fdf06a9a57 av_one_fourth  avia-builder-el-1  el_before_av_one_half  avia-builder-el-first  beneden first flex_column_table_cell av-equal-height-column av-align-bottom av-zero-column-padding '   ><\/div><div class='av-flex-placeholder'><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-3d2t061-4492d517ecf1866d3d172f15dfacb683\">\n.flex_column.av-3d2t061-4492d517ecf1866d3d172f15dfacb683{\nborder-radius:0px 0px 0px 0px;\n-webkit-border-radius:0px 0px 0px 0px;\n-moz-border-radius:0px 0px 0px 0px;\n}\n<\/style>\n<div class='flex_column av-3d2t061-4492d517ecf1866d3d172f15dfacb683 av_one_half  avia-builder-el-2  el_after_av_one_fourth  el_before_av_hr  flex_column_table_cell av-equal-height-column av-align-bottom av-zero-column-padding '   ><p><section  class='av_textblock_section av-l6dkoo6l-b5c24f00f517483f52b3524f98814bde '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock '  itemprop=\"text\" ><p><span style=\"font-weight: 400;\">The fact that both the Belgian and international e-commerce markets continue to grow strongly is perhaps no surprise. Nevertheless, the majority (64%) of all retail purchases still take place in physical shops. In the luxury sector, this figure is even significantly higher. As much as 85% of all luxury purchases occur offline. The main reasons are the physical shopping experience and the opportunity to try out the product.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It is important to recognize that online channels have an impact on offline channels and vice versa. In fact, the two constantly intertwine. As a strategic partner, we support our clients in this omnichannel approach. In this article, we would like to explain how we try to make an impact on the offline bottom line of Verso, a well-known player in the luxury fashion industry, using online marketing tactics.\u00a0<\/span><\/p>\n<h3><b>Consumer acquisition and retention through social media campaigns<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">To drive offline traffic and sales, we tactically deploy several campaigns. First, research shows that consumers often &#8220;window shop&#8221; online and find inspiration before proceeding to purchase a luxury product in a physical shop. This phenomenon is the ROPO effect: &#8220;Research online, Purchase Offline&#8221;. To capitalise on this, it is important to highlight certain items from the Verso collection through campaigns to the right target group, at the right time and with the right content, and continuously raise general top-of-mind awareness. By using purposeful call to actions such as &#8220;discover the new collection in-store&#8221;, we try to give consumers the final push towards the shop, and boost visit and purchase frequency.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To remove as many barriers as possible and make it as easy as possible for consumers, we launch local ads in a limited radius around the shop, in which we directly include directions to the shop. Opening hours can also be shown here.<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-medium wp-image-32075\" src=\"https:\/\/thedotsociety.be\/2023\/wp-content\/uploads\/2022\/12\/Schermafbeelding-2022-12-19-om-09.32.12-172x300.png\" alt=\"\" width=\"172\" height=\"300\" srcset=\"https:\/\/thedotsociety.be\/wp-content\/uploads\/2022\/12\/Schermafbeelding-2022-12-19-om-09.32.12-172x300.png 172w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2022\/12\/Schermafbeelding-2022-12-19-om-09.32.12-589x1030.png 589w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2022\/12\/Schermafbeelding-2022-12-19-om-09.32.12-768x1343.png 768w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2022\/12\/Schermafbeelding-2022-12-19-om-09.32.12-878x1536.png 878w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2022\/12\/Schermafbeelding-2022-12-19-om-09.32.12-858x1500.png 858w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2022\/12\/Schermafbeelding-2022-12-19-om-09.32.12-403x705.png 403w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2022\/12\/Schermafbeelding-2022-12-19-om-09.32.12.png 932w\" sizes=\"(max-width: 172px) 100vw, 172px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Besides the regular collection and local campaigns, we launch leadgen campaigns at tactical moments with the aim of attracting new, qualitative leads to the database. Specifically, we encourage them to subscribe by incorporating a certain incentive (such as pre-access to a promotion). These campaigns are valuable for Verso as more than 35% of the current subscriber database is collected via this way. Moreover, we can attract a much higher volume of new customers through these online campaigns than would be possible through offline only.<\/span><\/p>\n<h3><b>Being found through SEA, SEO and Google My Business<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">It is important to be where &#8220;warm&#8221; (ready to buy) consumers are looking for you. With SEO, you can increase your reach through search engines like Google at no cost. Since SEO is more of a long-term strategy and its results are not visible overnight, it is relevant to complement this with SEA, paid search results. For example, for Verso, we buy top-priority keywords that show a combination of a brand + city. Consumers are clearly looking for a particular item in a particular region, and Verso needs to show that it offers it. Moreover, by referring directly to the shop location in the ads, we make the customer journey as lean as possible. Finally, join us in working with Google My Business to improve your local SEO and visibility. You will be more likely to show up when someone searches in Google Maps for a nearby business. Find out more in <\/span><a href=\"https:\/\/thedotsociety.be\/2023\/\/google-my-business\/\"><span style=\"font-weight: 400;\">this<\/span><\/a><span style=\"font-weight: 400;\"> article.\u00a0<\/span><\/p>\n<h3><b>Direct bottom-line impact through email campaigns and marketing automation<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">A large database, of engaged customers, is long-term gold. Important to get as much out of this as possible, also offline. For Verso, we developed an email strategy consisting of general email campaigns (newsletters) and integrated flows. Data shows that 7% of offline sales are driven by these campaigns and flows. For your information, online this is currently as high as 36%. Using learnings and best practices, we thus succeed in making a clear impact on the bottom line.<\/span><\/p>\n<h3><b>To measure is to know<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Data underpins everything we do at The Dot Society. For us, it is essential to make the impact of all online marketing efforts on the physical shop tangible. So how do we measure this concretely?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">First, by integrating online and offline customer data, we map the entire customer journey. For instance, by integrating the email platform with the POS system, we know with 100% certainty the impact of our email campaigns on shop sales. We also include vouchers in certain campaigns that can be used in-store, and whose effect we can measure on a one-to-one basis. Finally, by not only focusing on sales, but also &#8220;soft&#8221; goals such as a click on directions to the shop, we gain insight into other, also valuable campaign results.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Do you want to use online marketing to make more of an impact on your offline sales? The Dotters would love to hear from you!<\/span><\/p>\n<\/div><\/section><br \/>\n<div  class='hr av-uvr6iv-6da1a53ea5b4ac225445380fb98b4d88 hr-default  avia-builder-el-4  el_after_av_textblock  el_before_av_social_share  '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='av-social-sharing-box av-ju1btkev-f59141a98e85e75b5a92920338aea74f av-social-sharing-box-minimal  avia-builder-el-5  el_after_av_hr  avia-builder-el-last  av-social-sharing-box-fullwidth '><div class=\"av-share-box\"><h5 class='av-share-link-description av-no-toc '>Share this article<\/h5><ul class=\"av-share-box-list noLightbox\"><li class='av-share-link av-social-link-facebook' ><a target=\"_blank\" aria-label=\"Share on Facebook\" href=\"https:\/\/www.facebook.com\/sharer.php?u=https:\/\/thedotsociety.be\/en\/measuring-impact-of-online-marketing-on-offline-sales\/&amp;t=Measuring%20impact%20of%20online%20marketing%20on%20offline%20sales\" aria-hidden=\"false\" data-av_icon=\"\ue8f3\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on Facebook\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Facebook<\/span><\/a><\/li><li class='av-share-link av-social-link-twitter' ><a target=\"_blank\" aria-label=\"Share on Twitter\" href=\"https:\/\/twitter.com\/share?text=Measuring%20impact%20of%20online%20marketing%20on%20offline%20sales&amp;url=https:\/\/thedotsociety.be\/en\/?p=32073\" aria-hidden=\"false\" data-av_icon=\"\ue8f1\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on Twitter\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Twitter<\/span><\/a><\/li><li class='av-share-link av-social-link-pinterest' ><a target=\"_blank\" aria-label=\"Share on Pinterest\" href=\"https:\/\/pinterest.com\/pin\/create\/button\/?url=https%3A%2F%2Fthedotsociety.be%2Fen%2Fmeasuring-impact-of-online-marketing-on-offline-sales%2F&amp;description=Measuring%20impact%20of%20online%20marketing%20on%20offline%20sales&amp;media=https%3A%2F%2Fthedotsociety.be%2Fwp-content%2Fuploads%2F2022%2F12%2FEngels-2-705x385.png\" aria-hidden=\"false\" data-av_icon=\"\ue8f8\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on Pinterest\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Pinterest<\/span><\/a><\/li><li class='av-share-link av-social-link-linkedin' ><a target=\"_blank\" aria-label=\"Share on LinkedIn\" href=\"https:\/\/linkedin.com\/shareArticle?mini=true&amp;title=Measuring%20impact%20of%20online%20marketing%20on%20offline%20sales&amp;url=https:\/\/thedotsociety.be\/en\/measuring-impact-of-online-marketing-on-offline-sales\/\" aria-hidden=\"false\" data-av_icon=\"\ue8fc\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on LinkedIn\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on LinkedIn<\/span><\/a><\/li><li class='av-share-link av-social-link-mail' ><a  aria-label=\"Share by Mail\" href='mailto:?subject=Measuring%20impact%20of%20online%20marketing%20on%20offline%20sales&#038;body=https:\/\/thedotsociety.be\/en\/measuring-impact-of-online-marketing-on-offline-sales\/' aria-hidden='false' data-av_icon='\ue805' data-av_iconfont='entypo-fontello' title='' data-avia-related-tooltip='Share by Mail'><span class='avia_hidden_link_text'>Share by Mail<\/span><\/a><\/li><\/ul><\/div><\/div><\/p><\/div><\/div><!--close column table wrapper. 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