3.5 OFFLINE CAMPAIGN ROAS
4.9 STORE VISITS CAMPAIGN ROAS
1 awesome campaign
Retail Poland

Tchibo - Use Facebook to Boost Online and Offline Conversions to Achieve 4.9X ROAS

Tchibo is a German chain of coffee retailers and cafés known for its weekly-changing range of other products. They have stores located in several countries around Europe.

CHALLENGE

Tchibo took part in our unique Retail Incubator Program. They wanted to know if it would be possible to improve on the success of their online sales and if their online activities can have an impact on offline traffic & conversions. These are the steps we took to help them get 4.9 ROAS on their campaigns. ROI Hunter's Retail Incubator works with clients who want to build on their Facebook advertising knowledge and improve on performance. Tchibo wanted to drive online sales so we helped them to boost their measurement of offline and online data. 

Our Retail Incubator is positioned such that we work directly with clients and show them how best to plan their Facebook campaigns. We do this by:

  1. Having our solution engineers consult with clients to find pain points and analyze data.

  2. Developing a Facebook marketing strategy that will help them to reach their KPIs.

  3. Preparing, running and constantly optimizing their campaigns towards their KPIs.

  4. Helping to scale creative creation.

After our clients graduate from the incubator, they can join our Retail Accelerator program where they can make use of advanced tools that will help them to automate their actions, transfer information and more.

The Process Tchibo’s Business Manager was in the hands of an external agency. The very first step we took, was to create a new Business Manager that was Tchibo's very own. This would provide them with full transparency on how their ads were run and the results that they achieved.

The incubator process for Tchibo came in 3 phases:

  1. Run DPA for re-marketing and prospecting then optimize for maximum impact.
  2. Implement offline conversion data.
  3. Run a “Store Visits” campaign that drives offline conversions to their stores in Poland.

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solution

Tchibo did not have access to their own Business Manager because it was previously run by an outside agency. This meant that they could not have access to their reports. The very first step for us was to create a new Business Manager that could be accessed directly by Tchibo thus, providing them with full transparency on how their ads were run and the results that they achieved.

We started dynamic product ads for Tchibo with proper segmentation. In order to this, we broke down their audience based on interactions with the products on their website. So, if a product was viewed either 1, 2-3, or 4-7 days and 7 days after people added a product to the cart, a specific action could be made on that segment. It was important that we know which target group was best for re-marketing. We applied a graphic template in the beginning but found that the target group preferred a simple template.  We also used the refine audience function to exclude bounce traffic from our target group.

Campaigns were set-up in such a way that Tchibo saw results in the tracking systems they used such as Webtrek and Exactag while we were able to see results from Google Analytics.

Offline Conversions Connection - We connected Tchibo’s CRM via our universal data connector to ROI Hunter. All Tchibo had to do in this case was set up the daily export of results from their internal CRM - our engineers helped them with secure storage and hashing so that we could read only non-sensitive data. From there, we used ROI Hunter’s universal connector to process the data and convert them into the right format and sent the data via an API so that Facebook could track the offline conversions.

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This was all set up automatically so that whenever there were new conversions, they appeared in the export and were automatically sent to Facebook so that they could be re-assigned according to the rules of the campaigns that were running. This meant that Tchibo could relax and not have to worry about the setting up anything as we did all of it ourselves.

Store Visit Campaigns - The store visits campaign is a type of campaign that is activated by two things:

  1. The location of the online store
  2. The location of Facebook users.

So, if for example, you set up a radius of 1km from the store, then whenever someone is on Facebook and also within the 1km radius, then the person will see the ad. The message of the ad could be to invite them to the shop and the address. In the case of Tchibo, we ran a special call to action - “Get Directions”. Clicking on this button would take the user to a Google maps navigation page.

We tested:

  1. Different landing pages - The website tchibo.pl and landing page “Store Locator” which is basically a map that shows you where the store is.
  2. Different Facebook pages - We could make ads for the main Tchibo Polish page or for individual local stores that are nearby.
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RESULT

The campaign is still ongoing but here are the results from 1st May – 30th September 2017.

We found that with regard to testing landing pages and Facebook pages that it was better to target our ads with a “Store Locator” landing page and promote from the main Facebook page.

From our offline and online campaign, we achieved:

  • a total ROAS from the offline campaign of 3.5
  • ROAS from the "Store Visits" campaign of 4.868

This was the first campaign in the Polish market where we were able to prove that it is possible to

  • Boost online & offline sales as a result of ongoing optimization that is based on offline data
  • Show how great of an impact online activities can have on offline traffic and sales

This can altogether help marketers to better plan their budgets and finally measure the impact of multi-channel activities on their business's performance.

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“For a multichannel retailer such a Tchibo, always looking for better ways of utilizing the combined strength of offline and online channel, it was a great opportunity to be part of this pilot. It clearly shows the great impact of online advertising on offline sales and that one should always see any customer as a potentially multichannel customer. ROI Hunter did an excellent job helping us with the set up and optimizing these campaigns.”

Jagoda Bednarska E-commerce Manager

Ready to try?