Case Studies

Performance and Innovation - Local Inventory Ads

ESV’s launch of the first Local Inventory Ad (LIA) campaign for Conforama, which improved performance both online and in-store.

THE CLIENT

Conforama is Europe’s second largest home furnishings retail chain with over 330 stores in 8 countries (France, Spain, Switzerland, Portugal, Luxembourg, Italy, Croatia and Serbia).

Their strong online presence guarantees their customers, day and night, complete access to their products, promotions and services.

“With the explosion of mobile usage & local search query impressions and considering that half of all bricks and mortar sales are influenced by digital media, LIA is certainly a format that will become indispensable for generating in-store traffic. If we are to look more closely at its effect and contribution to in-store sales, it becomes apparent that it will help to generate more overall value (sales, ROI and branding) than the basic Shopping formats (PLA) providing the client with a better overall sales experience.”

Guillaume Georget
Head of Acquisition – CONFORAMA

THE CHALLENGE

Conforama contacted ESV Digital to see if it could help with the following challenges:

– Rising the omnichannel trend, particularly the drive to in-store and the increasing usage of mobile throughout the purchase funnel.

– Rising CPC inflation across search engines driven by an ever-increasing presence from an aggressive and competitive market, especially on desktop queries.

THE SOLUTION

Local Inventory Ads (LIA) are a Google Shopping BETA format that allows the user to find information relative to a specific product and its availability in-store, providing competitive advantages in terms of CPCs.

With this in mind, LIA provided ESV Digital the perfect response to help Conforama to lower its costs and improve the reach to an ever increasingly mobile web user « web-to-store ».

THE ACHIEVEMENTS

LIA allowed Conforama to increase its mobile presence by 36%, to put this into context, when you review the French market, mobile growth constitutes almost all the increase in search query impressions upon the web (all devices combined). In tandem, this new format helps to improve a more qualified mobile traffic source, interested in specific products (via the trusted Google shopping format) at a reduced price: CPCs were 3 times lower than traditional shopping campaigns (-67%) during the observed period and again a little lower when compared to the standard AdWords formats across the account (-75%).*

More importantly, even if this format is designed to drive traffic in-store, we must also note the excellent online ROI performance of LIA, which was 2 times higher than the traditional shopping campaigns (+93%) and 3 times higher than the rest of the campaigns in the account (+180%).*

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