The first campaigns we implemented with this new, local strategy have led to clearly improved results compared to previously. For example, the CTR was raised by 2 to 3 times, the bounce percentage went down between 10 and 20%, and session durations rose by up to 50%.
But more than anything, we achieved a great user experience at the local level. The local aspect of 320 affiliated entrepreneurs is featured in the following ways:
- Within the advertisements of both the branded and the non-branded search campaigns
- Personalised websites for each consumer, showcasing the closest local retailer
- Remarketing banners containing the address details of the closest branch.
The many local entrepreneurs are very enthusiastic about this approach and agree that the campaigns are contributing to franchise formula’s ability to propagate its local strengths. This positive response from local entrepreneurs represents an important KPI for United Retail, because the opinion of franchisees about the franchise concept and the franchiser’s marketing approach is crucial.