Arken Zoo: Driving in-store visits with digital marketing
Arken Zoo is a true omnichannel company, with almost 100 retail outlets and a thriving e-commerce store. To take their digital strategy to the next level, they restructured their organisation to embrace the unique demands of an online/offline business and worked with Precis to measure the offline impact of their digital advertising.
100%
Increase in store visits
100%
Increase in store visits
-52%
Decrease in cost per store visit
-52%
Decrease in cost per store visit
-60%
Decrease in cost of sales (CoS)
-60%
Decrease in cost of sales (CoS)
Arken Zoo is a true omnichannel company, with almost 100 retail outlets and a thriving e-commerce store. To take their digital strategy to the next level, they restructured their organisation to embrace the unique demands of an online/offline business and worked with Precis to measure the offline impact of their digital advertising.
Footfall value
Comparing Arken Zoo to other pure online players within the Musti Group gave a clear understanding of the reason to why online-only players had better digital performance compared to omni-companies. Having both physical stores and e-commerce meant that revenue derived from digital investments could not only be measured from online sales. By translating store visits to revenue we could now get a clearer perspective of the ROI of our digital investments.
Hyperlocal campaigns
By identifying users with a higher likelihood of converting in store, hyperlocal campaigns targeting mobile devices were set up in an effort to increase the rate of store visits by delivering a tailored message with an emphasis on aiding the user to the closest store.
Bidding towards omni-performance
By recognising that different segments drove value from different conversion types, a reallocation of budgets in combination with a change in bidding strategies enhanced our efficiency in bidding through Precis’ proprietary technology, enabling us to increase the omnichannel performance of the account.
Precis is by far the best digital marketing partner I’ve worked with. Not only are they more competent and data-driven than their peers, but they also managed to establish rapport in our very first meeting, and the co-operation since has been highly successful thanks to the open and skilled approach. Precis has been absolutely key in our success.
Anton Jacobsson
Head of Omnichannel
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