More store visits for 280 local businesses through a new digital strategy

United Retail is a retail organization operating the Electro World and Dé Witgoed Specialist brands. With nearly 300 affiliated entrepreneurs, it is the largest consumer electronics retail organization in the Netherlands. From its headquarters in Huizen and its own distribution center in Nijkerk, United Retail supports its member stores with a wide range of services, including administration, marketing, commercial activities, and operational support. The marketing team at United Retail and Adwise joined forces to strengthen the organization's market position and work closely together across all aspects of the digital landscape.

For United Retail, the local aspect is highly important. Entrepreneurs are trusted faces in their local communities, often with many years of experience and industry knowledge. This trust, combined with a high level of service, ensures that the brands align seamlessly with the needs of the target audience. The digital campaigns are therefore always built around the local aspect. The entrepreneur’s face and name are inseparably linked to the campaigns.

With 280 locations, there is always a store nearby. In the ads, we make smart use of the user’s location data. Through location targeting, we know how far a consumer is from a store. Based on that distance, we bid higher or lower for an ad within the Google Ads bidding strategy. The closer a user is to the store, the greater the chance of a store visit. Visibility at this stage is therefore essential. Because the local aspect of the brand is important, we show the name of the physical store in the ad. This allows us to be optimally relevant.

We apply multiple forms of localization to the ads. For example, the entrepreneur’s name appears in the ad title, along with the travel distance to the store and the address, allowing consumers to navigate directly to the store. The local entrepreneur is also visually featured in display ads, further emphasizing recognition and the local aspect.

Because we have already determined a person’s location when showing a local ad, we extend this to the website using a smart script. Based on this information, we adapt the website’s header and footer by showing a photo of the relevant entrepreneur, including address and contact details.

"Even during the process of selecting a suitable online marketing partner, Adwise managed to stand out from the rest. They immediately took ownership of our case and developed a vision for what the optimal digital strategy for Electro World and Dé Witgoed Specialist should look like. During the implementation, it was energizing to see how Adwise, with its hands on mentality, was able to put our jointly defined strategy into practice. The strong balance of specialists on the Adwise side, covering strategic, creative, and content expertise across each online marketing channel, created real synergy. The result is a unique and distinctive digital strategy in which the proposition of our brands comes fully into its own. The exceptional results it delivers every day confirm that we have set the right online direction for our entrepreneurs. We are proud of both the Adwise team and the United Retail team, who shaped this digital strategy with full passion and dedication, laying part of the foundation for the success of our brands and entrepreneurs."