Taking Dynamic Advertising from Online to Offline World
Falabella Department Store in Argentina case study during Hot Sale
The omnichannel concept has been gaining space in the advertising world and in retail it is already a must. The clients are changing their purchase habits as Sumi Justo, Falabella Product SEO & SEM Manager, says: “Whereas before we had a specific strategy for department store customers and a different strategy for online customers ; nowadays we have to think about customers that can buy in both ways, which are continuously informed through multiplatforms”.
This forces brands to change their communication strategy and start thinking about omnicanal communications, being consistent in communications across all sales channels.
About the Client
Falabella develops its commercial activity through several business areas, the main ones being the department store, improvement and construction of the home. The department store is today the most important in South America with presence in Chile, Argentina, Peru and Colombia.
The Challenge
Falabella Argentina, having both an e-commerce and brick-and-mortar stores, wanted to be able to communicate at both points of purchase a series of exclusive online offers. This lasted approximately 3 hours each and it could be purchased at the digital kiosks that were in the physical store during the Hot Sale
Strategy
Flexibility to use multiple channels
Using Herolens technology allowed through the configuration of a single campaign to run in different networks as well as connect it to the screens that were located in stores. Being able to take a dynamic campaign from online to offline.
Speed of changes
The campaign was connected to a single database, in this case a document shared with the Falabella team. This gave the possibility that in case of any change in an offer, prices or duration of the campaign they were able to change it from a single place, and automatically see the change reflected live in all the places where it was running.
“In the ecommerce and digital world, the main feature we have is the dynamism. Thanks to Herolens, we managed to break down this barrier and manage to communicate as many offers as we wanted, without having the risk of the offer changing and not being able to replicate it. The response times were excellent and we had their support and follow-up at all times; fundamental for our business and type of format. “
Sumi Justo, Product SEO & SEM Manager en Falabella
Trends
Among the infinite benefits that online marketing offers, is the possibility of creating hypertargeted-audiences. However, many times we forget about offline audiences.
This is why Facebook recently announced an API that gives the possibility of tracking events offline, making available to retail businesses to use the database of offline customers in the online world.
