With Retail Re-Opening, Media Planning Matters More than Ever: Part 4

08/12/2020

Welcome to OptiMine’s fourth and final installment of our ‘Retail Re-Opening’ series, where we will finish up our discussion on the best ways to allocate marketing investments to get consumers back in physical stores. Although this is officially the last installment of the series, you can read the entire series with benchmark findings and recommendations on retail re-opening marketing strategies for FREE, here: https://uscampaign.optimine.com/blogpost4

 

OptiMine is frequently asked which channels are best and which are weakest at driving in-store sales. The key, of course, is to be able to measure the full effects of a campaign across both e-commerce and in-store effects. One channel that generally generates a lot of last-click credit is Google Shopping. No surprise given that it captures a lot of lower funnel credit by reaching consumers actively in purchase mode. The question is this: does this channel also drive in-store sales? OptiMine’s benchmark analytics show that there are better options to invest in. The reason? Most of the impact of comparison shopping engines such as Google Shopping is found in e-commerce sales, while other channels such as social and display have a much greater portion of ROI generated in brick-and-mortar purchases. The infographic below shows the relative ratios of e-commerce and in-store effects of leading digital channels— just another one of the many ways that retailers can leverage OptiMine’s analytics to boost traffic in their brick and mortar locations.

 

Comparison shopping engines graphic

 

 

 

 

 

 

Interested in learning more? OptiMine’s Index guide outlines the performance of in-store impacts of many leading digital advertising channels. Download it FREE now and get on the path to retail store re-opening success today: https://uscampaign.optimine.com/blogpost4