Driving store visits with digital marketing – Musti and Think with Google
Musti Group’s Swedish arm, Arken Zoo, has joined forces with Precis Digital, a data-driven marketing agency. The results of their co-operation were published in a case study in the Think with Google site.
The case focuses on how to meet the demands of an online/offline business, and more specifically how to measure the offline impact of online marketing. Inspiration for seeking a new approach was stemmed by Musti having a portfolio of two banners in the same Swedish market, omni-channel banner Arken Zoo and pure-play online banner Vetzoo.
As Anton Jacobsson, head of ecom and omnichannel explains, “We noticed that online performance for pure ecommerce companies looked better than for an omnichannel company and started to think about why.” He continues with the initial insights: “We realised that digital marketing plays a vastly different role at an omni-channel company like Arken Zoo. Traditional ways of performance measurement were failing to take offline sales into consideration.”
The key to the solution was finding a way to measure footfall traffic to stores driven by digital marketing activities. This was accomplished through store visits data from Google Ads. With this new KPI, Musti is now able to measure the impact of digital marketing on offline revenue and traffic, as opposed to only looking at the impact on the online business. With this understanding of the interaction between online and offline, Anton’s team have worked with their marketing counterparts to remove silos and reduce friction from the customer experience. The results have been clear when monitoring store visits driven by digital marketing.
Musti Group was a short-listed nominee for “Best use of search in retail 2019” in the European 2019 Search Awards by We are Search.