We started off with a radius analysis. It showed that omnichannel sales were highest within a radius of 700 meter of a VodafoneZiggo store. We also saw positive results within 1 and 5 kilometers. We determined the optimal bids that led to more sales in a certain radius and put them into practice through bid modifiers. This led to more sales, both offline and online, and an improved omnichannel CPA.
The next step: add offers to Google Posts in order to get consumers in the area to go to the physical stores. In that way, we bring online and offline closer together. And because Google Posts operates organically, the mobile omnichannel experience gets optimized free of charge.
Finally, we focused on locally targeted search ads. Consumers who looked up certain branded terms and were within a 10 kilometer radius of a new VodafoneZiggo store were informed about the store opening and the special opening offers.
This provided a more complete online experience for the consumer and extra traffic to the new store.