Biltema: Increasing offline conversions through digital marketing
With warehouses still being at the heart of the Biltema’s business model, they were looking to increase foot-traffic through digital marketing. Precis was the answer. The solution was driving and measuring offline impact from online activities.
86%
Store visits
86%
Store visits
46%
Cost per store visit
46%
Cost per store visit
81%
Traffic at the same cost
81%
Traffic at the same cost
With warehouses still being at the heart of Biltema’s business model, they were looking to increase foot traffic through digital marketing. Precis was the answer. The solution was driving and measuring offline impact from online activities.
Local inventory ads
Local inventory ads allowed us to showcase Biltema’s products in a new way, and the channel has driven over 78,000 store visits since launch. This was beneficial not only due to the channel’s capabilities, but the early implementation also gave us a competitive advantage.
Hyperlocal structure
The optimal account structure allowed us to buy more traffic at lower costs. Additionally, we were able to prioritize the most valuable users from a store visits perspective. When reaching users close to the warehouses it was key to tailor messaging and CTAs to drive foot traffic.
Optimal KPI setting
Store Visits being the main KPI allowed us to shift focus when buying and optimizing traffic. Paid search was identified as the main driver of footfall, so we were able to optimize this channel to maximize offline impact. As a result of the high impact, we also increased investments in these channels.
Precis understands our needs and goals, and with their implementation, we were able to increase our traffic, revenue and get more customers to our stores.
Toni Zovko
Digital Marketing
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