Euronics Italia, a leading group in the distribution of home appliances and consumer electronics, was founded in 1999 as an evolution of the historic GET brand, established in 1972 by an important group of retailers in the sector.
Euronics Italy has achieved a leadership position and ensures a nationwide coverage with over 240 points of sale.
Qualified website traffic increase, specifically to the digital flyer, improvement of flyer engagement and the usability, conversions from digital flyer to physical store (drive-to-store) together with new leads are the needs and objectives expressed by the client.
In order to maximize the expected results, the digital marketing strategy proposed a multi-channel approach.
Today the videos are increasingly protagonists of an effective communication campaign because of their ability to adapt to different places and formats of digital communication. Videos can be conveyed within social channels, online newspapers, blogs and specific platforms as well as in a programmatic environment. We have designed and produced several videos, able to entertain, inspire and educate users.
Speaker, voice actors, announcers... We have selected professionals from theater, advertising, dubbing and radio to provide the client with voices, experiences, expressive skills in line with the highest market standards.
We have made extensive use of new formats for organic posts and advertising insertions introduced by Facebook, especially Canvas.
These formats guarantee an immersive experience and resulted to be faster to load and to browse while offering different types of multimedia contents to interact with.
Objectives and focus of the paid advertising included the following: Lead Generation activities through Google's SEA (Market + Brand), google search at the local level of the Euronics DIMO physical stores, Google Display (Traditional + Remarketing). All these activities were carried out using dedicated Landing Pages, local search on the map and location’s extensions to favor drive to store.
We used the mailing channel to pursue the nurturing and retention of existing customers, offering to loyal customers some special incentives, leveraging the appeal of exclusivity with offers reserved for those who subscribed to the client's newsletter. The automation of these processes was also fundamental, integrating the right technology to provide targeted and customized messages per single user or cluster.
The printed flyer remains a very important tool to attract customers in the physical store and to deliver their promotional offers. We have worked to ensure a better user experience for the digital flyer, perceived by users as useful and differentiating from the printed experience, with new features and content enhancements able to guarantee a significant growth both in the engagement rate and in the conversions.