Determining how online ads translate to in-store purchases can be difficult. To get a clearer picture, we took a look at offline sales of Panasonic digital cameras in a major French retailer. What we found is that Panasonic in-store digital camera sales at the retailer increased by 4% during the online campaign period. Specifically, paid search and YouTube produced the highest ROI across all media drivers.
- Measure online v. offline in camera sales
- Understand online v. offline influence for general brand
- Measure online searches for each
- Measure in-store purchases of spec. camera
- Specific product search drives purchases of other products in portfolio
- Opportunity to increase sales by 9% by reallocating the marketing mix
- Paid search and YouTube have the highest ROI across all media drivers
This online to store case study looks at offline sales of Panasonic digital cameras' in a major French retailer at national level from Q3 2011 to Q1 2012. The objective was to understand and quantify the effectiveness of online vs. offline media activity on a selected digital camera product and total Panasonic digital camera sales.
Key findings include:
- Panasonic market share of in-store digital camera sales at the retailer increased by 4% during the campaign period.
- 15% of 'Product X' in-store sales were driven by the brand marketing campaign, of which online advertising accounts for 40% (while being only 15% of the campaign budget)
- Compared to TV, online advertising delivers a higher return. Each € invested in Paid Search delivers 9 times the ROI on Product X sales compared to TV - Paid Search is the most cost effective digital channel followed by YouTube (Pre Roll/demo) - 13% of ‘Product X’ offline camera sales were driven by the web.
- Although the campaign was well executed, optimising the media mix reveals sales could have been increased by 9%, with the same campaign expenditure.