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 searches for each
Measure in-store purchases of spec. camera
Measure online v. offline in camera sales
Understand online v. offline influence for general brand
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.