{"id":9799,"date":"2018-11-23T07:40:12","date_gmt":"2018-11-23T06:40:12","guid":{"rendered":"https:\/\/www.makingscience.com\/blog\/how-kiehls-and-google-achieved-reliable-measurement-of-the-impact-of-digital-media-on-traffic-and-sales-in-their-physical-stores\/"},"modified":"2018-11-23T07:40:12","modified_gmt":"2018-11-23T06:40:12","slug":"how-kiehls-and-google-achieved-reliable-measurement-of-the-impact-of-digital-media-on-traffic-and-sales-in-their-physical-stores","status":"publish","type":"post","link":"https:\/\/www.makingscience.com\/en\/blog\/how-kiehls-and-google-achieved-reliable-measurement-of-the-impact-of-digital-media-on-traffic-and-sales-in-their-physical-stores\/","title":{"rendered":"How Kiehl&#8217;s and Google achieved reliable measurement of the impact of digital media on traffic and sales in their physical stores"},"content":{"rendered":"<div>How Kiehl&#8217;s and Google achieved reliable measurement of the impact of digital media on traffic and sales in their physical stores<\/div>\n<div><i><span style=\"font-weight: 400;\">Kiehl&#8217;s is a brand, part of the L&#8217;Or\u00e9al group with more than 160 years of history, specialising in products and treatments for the care of the skin of the face, body and hair.\u00a0The firm, which has physical stores around the world, wanted to measure the ROI of digital campaigns in the offline world.<\/span><\/i>  &nbsp;  <strong>The objectives<\/strong> <\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Measure the impact and value of GDN and SEARCH Display on store sales.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Optimise the effectiveness of the brand&#8217;s media mix.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Digitise the last phase of the funnel.<\/span><\/li>\n<\/ul>\n<p> &nbsp;  <strong>Focus<\/strong> <\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Digital strategy that attributes value to the offline return of digital media.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Implementation of a solution based on NFC technology in the locators of the brand&#8217;s physical stores.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Parallel Search Campaign and Contextual Display.<\/span><\/li>\n<\/ul>\n<p> &nbsp;  <strong>The results<\/strong> <\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">More than 1,500 cash interactions associated with an online purchase.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">About 30% of sales directly influenced by the digital campaign were made in the physical store.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">13% of physical point buyers directly impacted by a digital campaign focused on eCommerce.<\/span><\/li>\n<\/ul>\n<p> &nbsp;  <strong>The conclusions<\/strong> <\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The omnichannel consumer is a measured and measurable reality.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Adapting the media and data strategy to the omnichannel consumer helps maximise ROI by impacts.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The store is a key touchpoint when it comes to extracting insights from the audience and adapting strategies.<\/span><\/li>\n<\/ul>\n<p> &nbsp; <\/p>\n<h2><b>The objective<\/b><\/h2>\n<p> <span style=\"font-weight: 400;\">The pilot, which was launched jointly with Google in Spain, intended to cover two main objectives for the brand.<\/span>  <span style=\"font-weight: 400;\">Firstly, we wanted to measure the impact of Display GDN and SEARCH on sales in the store and, therefore, attribute the full value to digital (on and off), facilitating better decisions in the media mix.<\/span>  <span style=\"font-weight: 400;\">Secondly, we wanted to carry out the digitalisation of the last phase of the funnel: the store, where more than 90% of the purchases continue to occur.\u00a0By including that important offline step to the entire process, we would have a unique opportunity to get to know consumers better and to attract or reactivate them online throughout the funnel.<\/span> <\/p>\n<h2><\/h2>\n<h2><b>Focus<\/b><\/h2>\n<p> <span style=\"font-weight: 400;\">In collaboration with Walmeric and Ddibi, a solution called chypeo, based on NFC (Near Field Communication), a wireless technology based on the creation of an electromagnetic field for the exchange of information between two devices, which is already used in transport tickets or even in security systems of physical stores.\u00a0This technology enabled the collection of data regarding interactions in the store in three different phases: entrance, treatment and purchase service.<\/span>  <span style=\"font-weight: 400;\">In parallel, a mid-funnel campaign covering searches and contextual display was launched with the agency <\/span><a href=\"https:\/\/www.makingscience.com\/\"><span style=\"font-weight: 400;\">Making Science<\/span><\/a><span style=\"font-weight: 400;\">, bringing traffic to the stores PLV.\u00a0This locator contained a tag that intercepted the interactions in the store to confirm if the user had physically gone to it and check if he had made a purchase<\/span>  &nbsp; <\/p>\n<h2><b>The results<\/b><\/h2>\n<p> <span style=\"font-weight: 400;\">After measuring the results of the campaign, more than 1,500 cash interactions associated with an online purchase were collected.\u00a0An audience that the brand can reactivate at any time or use to find new related consumers.<\/span>  <span style=\"font-weight: 400;\">On the other hand, 30% of sales directly influenced by the digital campaign were made in the physical store (sales not traditionally attributed to digital).\u00a0Additionally, 13% of physical point buyers were directly impacted by the campaign, despite the fact that the SEM campaign had been focused on online sales.<\/span>  &nbsp; <\/p>\n<h2><b>The conclusions\u00a0<\/b><\/h2>\n<p> <span style=\"font-weight: 400;\">The results show that the omnichannel consumer is a measured and measurable reality, with a clear online impact on real sales in the physical store.\u00a0It is more necessary than ever to adapt the media and data strategy to this consumer, in order to maximise the ROI by impacts and not by means or distribution channels.<\/span>  <span style=\"font-weight: 400;\">The store strengthens itself as well as a key touchpoint and very rich in audience insights, allowing consumers to better understand and adapt strategies to increase their lifetime value.<\/span><\/div>\n","protected":false},"excerpt":{"rendered":"<p>How Kiehl&#8217;s and Google achieved reliable measurement of the impact of digital media on traffic and sales in their physical stores Kiehl&#8217;s is a brand, part of the L&#8217;Or\u00e9al group with more than 160 years of history, specialising in products and treatments for the care of the skin of the face, body and hair.\u00a0The firm, [&hellip;]<\/p>\n","protected":false},"author":21,"featured_media":9800,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[907],"tags":[84],"class_list":["post-9799","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-success-cases-en","tag-performance-en"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.makingscience.com\/en\/wp-json\/wp\/v2\/posts\/9799","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.makingscience.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.makingscience.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.makingscience.com\/en\/wp-json\/wp\/v2\/users\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/www.makingscience.com\/en\/wp-json\/wp\/v2\/comments?post=9799"}],"version-history":[{"count":0,"href":"https:\/\/www.makingscience.com\/en\/wp-json\/wp\/v2\/posts\/9799\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.makingscience.com\/en\/wp-json\/wp\/v2\/media\/9800"}],"wp:attachment":[{"href":"https:\/\/www.makingscience.com\/en\/wp-json\/wp\/v2\/media?parent=9799"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.makingscience.com\/en\/wp-json\/wp\/v2\/categories?post=9799"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.makingscience.com\/en\/wp-json\/wp\/v2\/tags?post=9799"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}