xAd, the leader in location intelligence that drives sales, today announced the results of a collaboration with digital agency Threepipe and luxury organic beauty brand L’Occitane for the UK launch of their new fragrance, ‘Terre de Lumière’ in February 2017.
Threepipe worked with L’Occitane to build a sophisticated mobile location audience strategy, utilising xAd’s proprietary Blueprints technology to draw polygons around specified stores identified as high foot traffic stores across the brand’s UK retail estate.
Seeking out those who were considering gifts for occasions such as Mother’s Day, L’Occitane used proximity based targeting for stores with high footfall across London and the UK to drive store visitations, sales and brand engagement. High impact interstitials and banner media units were delivered to those who were or had been nearby to stores, and a custom landing page was built which allowed users to engage further with brand content or be taken to the commerce site.
The stores eligible for participation in the location campaign achieved a sales uplift of 10%, a footfall uplift of 8%, and landing page engagement rates 190% over benchmark, with 75% of those engaging choosing to “Shop Now”, showing a clear indication of location targeting can help to drive online purchase intent.
Mark Dugdale, digital and CRM director at L’Occitane UK, said: “Although the traditional L’Occitane customer is female, gift buyers cover a much wider audience demographic. Therefore, a location strategy that allowed us to capture people in those convenient moments and really experience our new Terre de Lumière fragrance was exactly what we wanted to launch this onto the high street. xAd’s accurate location technology not only allowed us to do this in the real world, but drove consumer engagement online”.
Farhad Koodoruth, co-founder at Threepipe, said: “Location is one of the best ways of understanding and influencing what a consumer is likely to do, therefore working with xAd to accurately reach the audience based on their location was a key element to this campaign”.
Theo Theodorou, GM EMEA at xAd, commented: “Where audiences are reveals their greatest intent, whether that’s to engage with a brand or visit their store. This campaign clearly shows that location targeting not only helped to drive an impressive 10% sales uplift and 8% visitation uplifts, but also that proximity to real world stores can also influence online purchase intent.”