Shoppable content is not only reserved for product brands. Multi-brand retailers can also profit from Swaven’s Where To Buy technology to drive consumers to their online and physical stores. The solution boosts the results of special offers and campaigns during peak sales periods but also always-on marketing activities throughout the year when pushing messages to different audiences.
Intersport, the world’s leading sporting goods retailer and Krys Group, leading French optical retailer group, have already started running shoppable video campaigns with Swaven’s unique Where To Buy technology.
Digital at the service of bricks and mortar
Present in 66 countries with 5.500 stores, Intersport keeps developing its activities and its distribution network around the world. In France, the group continued to expand last year with over 40 new/enlarged stores and more are in plans for this year. In March 2017, the company also launched its click & collect service to meet consumers’ expectations and the ambition to harness its digital marketing efforts to drive traffic into stores.
In this objective, Intersport also recently ran a video campaign powered by Swaven’s Where To Buy solution. The campaign concerned a sales offer of -30% on shoes and clothing items. One click on the call-to-action button appearing on the video, and the solution shows a list of closest Intersport stores based on the user’s geographic location as well as their webshop where he/she can profit from the offer. The consumer then only needs to select his/her preferred outlet to be either redirected to the offer page online or to get instructions on the itinerary towards the chosen physical shop.
In addition to increasing Intersport stores’ visibility and driving qualified traffic towards them, Swaven’s Where To Buy solution shortens the purchase path significantly. This improves both user experience for customers and conversion potential for the retailer, because each extra clic increases the risk of losing an interested client.
Adding value to video campaigns
With more than 1.400 stores and 4 million customers, KRYS GROUP is leading the French optical market. Founded in 1966 in a cooperative form, it represents today 3 optical brands: Krys, Vision Plus and Lynx Optique, and 1 hearing aid brand: Krys Audition. The group had a very successful year 2016 reaching 14,4% of the market share.
To celebrate its 50th birthday, the Krys brand made a vast video campaign “Krys, Vous allez vous aimer” (you are going to love you). Swaven’s Where To Buy video solution was used in this campaign to help consumers rapidly find the Krys stores nearest to them as well as Krys’ online store.
Thanks to the solution, Krys was able to add value to its video campaign to generate concrete results and to drive qualified traffic to its stores. In addition, the collected information on the user activity allowed Krys to see which stores were most searched for and on which channels the campaign worked the best. More than 23% of consumers were redirected towards Krys shops from the shoppable video that was responding therefore to a real need, benefiting both clients and the retailer.