In order to achieve the goal of 'always being present online at the right time with relevant customers', we have taken SPAR's proposition and the customer journey as a starting point. Based on this, we have developed a digital strategy that focuses on the local recognisability of SPAR that aims to incentivise consumers to switch to SPAR. Both online and offline in their local store.
SPAR's local entrepreneurs distinguish themselves from large price fighters in the market through service and quality. We wanted to use this as a spearhead to attract consumers to the stores of local entrepreneurs. It turns out that the closer a person lives to a store, the greater the willingness to go to that store. We wanted to respond to this by targeting the locality of a store, but also by making bid adjustments when people are close to the store. With this we wanted to increase both store visits and conversion rate and increase the effectiveness of advertisements.
Research shows that the CTR of a banner with personalized elements increases by up to 65% compared to a non-personalised banner. User tests at Adwise confirm that personalized ads work better. Elements such as photos or names are recognised, which ensures more engagement.
With the customer journey as a starting point, we wanted to organize all touchpoints of the customer journey for local recognisability and personalisation. In doing so, we continually capitalize on the distinctive character of SPAR's local entrepreneurs, with which we aim to give customers a sense of recognisability and a personal approach at every stage. By seamlessly connecting all touchpoints, we guide customers from start to finish in their personal journey to a purchase; online or offline.
We chose Snapchat, Google Search Ads, a personalized website, display retargeting and Waze as channels. We wanted to offer inspiration in the preliminary phase through Snapchat with sponsored stories and make a true experience of the store visit. We showed localized Google Search Ads to people actively searching for groceries. Subsequently, we have personalized the website so that visitors get a personalized experience during the entire customer journey. We then retarget these customers through display with localized banners. A local approach with synergy between multiple channels. Finally, we actively approach users searching stores with ads in the Waze navigation app. With over 1 million Dutch users, Waze offers a great platform to activate people to visit SPAR locations along motorways, for example.