L’Occitane stores involved in a location-based targeting campaign saw their sales rise by an average of 10%, while visitor numbers to those stores rose by 8%.
Location intelligence specialist xAd worked with digital agency Threepipe to help organic beauty brand L’Occitane launch its new Terre de Lumière fragrance in February 2017. L’Occitane is a Top100 retailer in IRUK Top500 research.
Threepipe worked with L’Occitane to build a mobile location audience strategy, and used xAd’s own Blueprints technology to draw polygons around a number of its stores in London and across the uK that were identified as enjoying high levels of foot traffic. L’Occitane then used the proximity-based targeting solution to show interstitial and banner ads to those who were either near one of those stores, or had been nearby. A custom landing page on the L’Occitane website then encouraged visitors to engage further with brand content or be taken to the commerce site.
The stores that took part in the location campaign together saw sales lift by 10%, while footfall rose by 8%. Engagement via the dedicated landing page was 190% above the benchmark, while 75% of those that engaged then went on to shop. This, says L’Occitane, demonstrated how location targeting can help to drive online purchase intent.
Mark Dugdale, digital and CRM director at L’Occitane UK [IRDX ROCC] said: “Although the traditional L’Occitane customer is female, gift buyers cover a much wider audience demographic. Therefore, a location strategy that allowed us to capture people in those convenient moments and really experience our new Terre de Lumière fragrance was exactly what we wanted to launch this onto the high street. xAd’s accurate location technology not only allowed us to do this in the real world, but drove consumer engagement online”.
Farhad Koodoruth, co-founder at Threepipe said: “Location is one of the best ways of understanding and influencing what a consumer is likely to do, therefore working with xAd to accurately reach the audience based on their location was a key element to this campaign”.
Theo Theodorou, general manager EMEA at xAd, said: “Where audiences are reveals their greatest intent, whether that’s to engage with a brand or visit their store. This campaign clearly shows that location targeting not only helped to drive an impressive 10% sales uplift and 8% visitation uplifts, but also that proximity to real world stores can also influence online purchase intent.”
xAd’s recent clients also include Timberland.
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