San Francisco -- Kenshoo, a provider of predictive media optimization technology, and RevTrak, a promotions platform that drives and measures in-store sales through digital coupons, announced the results of a partnership uniting offline conversions and paid search performance for omnichannel optimization for Staples Canada.
In an effort to better understand its online-to-offline marketing efforts, Staples Canada utilized RevTrax couponing technology to create and track a digital coupon offering consumers $10 off a Copy & Print order of $30 or more. The coupon could be printed, accessed as an online e-commerce code or displayed as a mobile landing page, depending upon where it was accessed.
Once the coupon was redeemed, Staples Canada supplied the redemption data to RevTrax, enabling the matching of search campaigns and keywords to in-store transactions. Kenshoo integrated the keyword-level conversion data into its platform, enabling campaigns to be optimized in real-time for performance by tailoring ad copy and informing bid policies to drive more coupon redemptions.
“By leveraging industry-leading technology from RevTrax and Kenshoo, we were able to efficiently and effectively unite and optimize our online and offline marketing efforts for maximum ROI,” said Arthur Marcoviciu, digital marketing supervisor for Staples Canada." For example, we learned that business customers drive the highest average order value when converting through non-brand keywords. Since most coupon redemptions occur in-store, we wouldn't have been able to drive this level of cross-channel insight without this partnership."
In the three-month period of the campaign, Staples Canada saw drastic improvement in critical KPIs, including a 200% increase in incremental ROI, a more than 9% increase in average weekly redemptions, a redemption increase of 148% from first to final week, and more than 1.4 million impressions. Simultaneously, average cost-per-click dropped 11%.
By linking the often missing piece of the puzzle — transactional data from the online campaign — to offline conversions, Staples Canada received a holistic view of its omnichannel campaign performance and the ability to optimize campaigns based on in-store transactions just as it does with e-commerce transactions.