Web to store: 4 examples of successful communications
Posted: Sat Dec 28, 2024 6:11 am
Web -to-store or ROPO (Research Online, Purchase Offline) refers to customer behavior . It includes all interactions made online that push them to go to the store and trigger the act of purchase. It is estimated today that 91% of consumers do their research on the internet before going to a store 1 , so it is becoming essential for any company to develop its digitalization in order to live in the times.
There are different types of web-to-store operations to set up such as click and collect, product locators or store locators… You don’t know how to attract Internet users to your establishments? This article is for you! We are going to decipher 4 examples of web-to-store advertising campaigns that have worked for other brands. Why not you?
1. Yves Rocher emails
2. “Burn that Ad” from Burger King
3. Fnac and click and collect
4. The SMS from General Optics
Conclusion
emailing web to store local advertising
1. Yves Rocher emails
Implementing a web-to-store strategy or campaign allows italy mobile phone number list brands to gain visibility and build customer loyalty while attracting new customers.
It's no longer a secret that Yves Rocher is known and recognized for the quality of its customer experience. From in-store interactivity to scratch mailings and products offered at each checkout, each step of the customer journey is perfectly honed.
If you are a Yves Rocher customer, it is very likely that you have already received one of their customer emails . Below, you will find one of them. We find fairly standard content with a tutorial, a link to the new collection and a proposal for an appointment. But if we look towards the end of the email, we find two very interesting links for local marketing .
Customers all receive the same email, but it remains personalized. In fact, each person can find the latest news from the store closest to them (or the one they frequent the most). It is also possible to book a treatment or massage slot by clicking on “Make an appointment at a salon”: this link then redirects to a store locator to find the salon that interests you.
emailing yves rocherExample of an Yves Rocher email
Emailing is and remains a safe bet for your advertising campaigns, especially in local marketing . It is indeed one of the channels with a very good return on investment: 28.5% 2 . In addition, it allows you to build a great relationship with your customers without being too intrusive! And it is now very easy to create emailing campaigns thanks to online tools made for this.
local web to store advertising
2. “Burn that Ad” from Burger King
Imagine that your potential customers think of you when they see an advertisement from your competitors? It's possible! Burger King did it.
Thanks to their application and their store locator , each person walking down the street could win a Whopper (hamburger). How? Simply by virtually setting fire to a competitor's local advertisement .
As soon as an advertisement is burned by the consumer, they receive their promotional coupon and all the fast food restaurants of the brand are displayed on their phone, which is a great incentive to go and collect their winnings.
Burger King "Burn that Ad" ad
Burger King "Burn that Ad" ad
This operation can be more complicated to set up for a smaller chain of stores. However, using a store locator can be very beneficial. In fact, companies that activate web-to-store on their website by implementing click and collect or a store locator solution increase their turnover by 14% on average 3 .
Indeed, creating a landing page dedicated to each of your points of sale is the best way to improve your local SEO . For example, if the information contained therein is similar to that indicated on Google My Business , the Google algorithm will highlight you and increase your ranking.
Also note that by personalizing each of the pages, you can strengthen the link with your local customers . For example, you can add a word from the store manager or communicate your news.
click and collect local advertising web to store
3. Fnac and click and collect
Fnac is today the 5th favorite brand of the French 4 , and this success is largely due to:
the quality of its products
its responsive and professional customer service
its optimized customer experience
The cultural brand knows how to spoil its customers, in particular thanks to its various loyalty programs but also its interesting promotional offers such as the one offered when a customer chooses to use click and collect .
At Fnac, if you choose to order online but come and collect your purchases in the store closest to you, you are entitled to a 5% discount on certain products. In addition, you only have to wait 1 hour before your order is ready.
5% discount when purchasing a book online and picking it up in store on the Fnac website
5% discount when purchasing a book online and picking it up in store on the Fnac website
The deal is implicit but simple: you earn a few euros or cents but you have to travel. This web-to-store strategy is very effective and regularly allows you to increase your customers' average basket.
By moving around a store like Fnac, it is very possible that the customer will spot other products, which encourages them to come back or they will decide to buy additional products directly during their visit.
By offering click and collect and associating a commercial offer with it, the French brand effectively generates traffic in store .
If you want to reproduce the same type of campaign, you do not have to offer a discount. You can simply start by offering click and collect without forgetting to associate a product locator to indicate the availability of your products to your customers in real time.
SMS local advertising web to store
4. SMS from General Optics
La Générale d'Optique regularly uses direct marketing to promote its products and marketing operations. It uses promotional SMS messages in particular , as you can see below.
During these communications, only promotions available in store are highlighted in order to encourage customers to go there. The brand always inserts a link to these SMS messages referring to the destination page of a store locator in order to find the nearest point of sale.
SMS marketing web to store
Example of a marketing SMS from General Optics
SMS associated with a landing page is a very good way to generate traffic in your establishments. We know that this mode of communication is the one with the highest opening rate : 98% 5 . Very effective when well targeted, it is also not very expensive.
Conclusion
In the digital age, web-to-store or ROPO has become an essential pillar of local marketing . A large majority of consumers are looking for information online before going to the store, so you need to optimize your online SEO and organize web-to-store campaigns .
And to make people want to come, you have to start by being seen! To do this, don't hesitate to customize your Google My Business listings and/or landing page for each of your points of sale. For example, highlight information about your team or your news: all the data provided can make a difference and encourage your potential customers to visit you!
There are different types of web-to-store operations to set up such as click and collect, product locators or store locators… You don’t know how to attract Internet users to your establishments? This article is for you! We are going to decipher 4 examples of web-to-store advertising campaigns that have worked for other brands. Why not you?
1. Yves Rocher emails
2. “Burn that Ad” from Burger King
3. Fnac and click and collect
4. The SMS from General Optics
Conclusion
emailing web to store local advertising
1. Yves Rocher emails
Implementing a web-to-store strategy or campaign allows italy mobile phone number list brands to gain visibility and build customer loyalty while attracting new customers.
It's no longer a secret that Yves Rocher is known and recognized for the quality of its customer experience. From in-store interactivity to scratch mailings and products offered at each checkout, each step of the customer journey is perfectly honed.
If you are a Yves Rocher customer, it is very likely that you have already received one of their customer emails . Below, you will find one of them. We find fairly standard content with a tutorial, a link to the new collection and a proposal for an appointment. But if we look towards the end of the email, we find two very interesting links for local marketing .
Customers all receive the same email, but it remains personalized. In fact, each person can find the latest news from the store closest to them (or the one they frequent the most). It is also possible to book a treatment or massage slot by clicking on “Make an appointment at a salon”: this link then redirects to a store locator to find the salon that interests you.
emailing yves rocherExample of an Yves Rocher email
Emailing is and remains a safe bet for your advertising campaigns, especially in local marketing . It is indeed one of the channels with a very good return on investment: 28.5% 2 . In addition, it allows you to build a great relationship with your customers without being too intrusive! And it is now very easy to create emailing campaigns thanks to online tools made for this.
local web to store advertising
2. “Burn that Ad” from Burger King
Imagine that your potential customers think of you when they see an advertisement from your competitors? It's possible! Burger King did it.
Thanks to their application and their store locator , each person walking down the street could win a Whopper (hamburger). How? Simply by virtually setting fire to a competitor's local advertisement .
As soon as an advertisement is burned by the consumer, they receive their promotional coupon and all the fast food restaurants of the brand are displayed on their phone, which is a great incentive to go and collect their winnings.
Burger King "Burn that Ad" ad
Burger King "Burn that Ad" ad
This operation can be more complicated to set up for a smaller chain of stores. However, using a store locator can be very beneficial. In fact, companies that activate web-to-store on their website by implementing click and collect or a store locator solution increase their turnover by 14% on average 3 .
Indeed, creating a landing page dedicated to each of your points of sale is the best way to improve your local SEO . For example, if the information contained therein is similar to that indicated on Google My Business , the Google algorithm will highlight you and increase your ranking.
Also note that by personalizing each of the pages, you can strengthen the link with your local customers . For example, you can add a word from the store manager or communicate your news.
click and collect local advertising web to store
3. Fnac and click and collect
Fnac is today the 5th favorite brand of the French 4 , and this success is largely due to:
the quality of its products
its responsive and professional customer service
its optimized customer experience
The cultural brand knows how to spoil its customers, in particular thanks to its various loyalty programs but also its interesting promotional offers such as the one offered when a customer chooses to use click and collect .
At Fnac, if you choose to order online but come and collect your purchases in the store closest to you, you are entitled to a 5% discount on certain products. In addition, you only have to wait 1 hour before your order is ready.
5% discount when purchasing a book online and picking it up in store on the Fnac website
5% discount when purchasing a book online and picking it up in store on the Fnac website
The deal is implicit but simple: you earn a few euros or cents but you have to travel. This web-to-store strategy is very effective and regularly allows you to increase your customers' average basket.
By moving around a store like Fnac, it is very possible that the customer will spot other products, which encourages them to come back or they will decide to buy additional products directly during their visit.
By offering click and collect and associating a commercial offer with it, the French brand effectively generates traffic in store .
If you want to reproduce the same type of campaign, you do not have to offer a discount. You can simply start by offering click and collect without forgetting to associate a product locator to indicate the availability of your products to your customers in real time.
SMS local advertising web to store
4. SMS from General Optics
La Générale d'Optique regularly uses direct marketing to promote its products and marketing operations. It uses promotional SMS messages in particular , as you can see below.
During these communications, only promotions available in store are highlighted in order to encourage customers to go there. The brand always inserts a link to these SMS messages referring to the destination page of a store locator in order to find the nearest point of sale.
SMS marketing web to store
Example of a marketing SMS from General Optics
SMS associated with a landing page is a very good way to generate traffic in your establishments. We know that this mode of communication is the one with the highest opening rate : 98% 5 . Very effective when well targeted, it is also not very expensive.
Conclusion
In the digital age, web-to-store or ROPO has become an essential pillar of local marketing . A large majority of consumers are looking for information online before going to the store, so you need to optimize your online SEO and organize web-to-store campaigns .
And to make people want to come, you have to start by being seen! To do this, don't hesitate to customize your Google My Business listings and/or landing page for each of your points of sale. For example, highlight information about your team or your news: all the data provided can make a difference and encourage your potential customers to visit you!