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Key Insights:
Business Challenge:
Driving showroom traffic and sales during a low-spending season while maintaining the retailer’s premium brand perception among high-value audiences.
Results at Glance:
Solution:
Data-Driven Audience Targeting: Leveraged Nine’s 9Tribes segmentation and Azira’s consumer behavior data to target high-value customers, especially affluent and luxury-oriented audiences.
Multi-Platform Approach: Used Nine’s media network to maximize reach and relevance.
Compelling Ad Creatives: Designed product-focused ads that highlighted the summer sale and showcased the retailer’s premium quality to maintain brand prestige.
Situation:
A premium Australian furniture retailer aimed to enhance its market presence through a summer sale ad campaign. The goals were to hit sales targets, promote a significant 50% discount on selected products, clear out stock to make way for the 2024 collection, and boost showroom footfall across its 16 locations. The campaign was designed to drive both immediate sales and long-term brand engagement, ensuring a successful transition into the new product line.
Challenge:
Maintaining the furniture retailer’s premium brand perception while effectively promoting the summer sale was a significant challenge. This required attracting a high-value audience during a time when discretionary spending is low. Ensuring that the ads reached the right audience and the messaging resonated with that audience was crucial to drive both awareness and footfall to the showrooms.
Solution:
Nine Entertainment, an Australian media and publishing company, partnered with Azira, a global consumer insights platform, to create a data-driven campaign for the retailer. The campaign targeted key furniture spenders and affluent readers across Nine’s various platforms, including The Sydney Morning Herald, The Age, nine.com.au, and 9Honey. The campaign utilized precise audience segmentation and tailored messaging to ensure maximum relevance and impact. Key strategies included:
Audience Targeting
Leveraged Nine’s market-leading and unique lifestyle segmentation, 9Tribes, with a particular focus on luxury audiences, along with Azira’s consumer behavior data to identify and target individuals with a high propensity for furniture purchases.
Platform Utilization
Used Nine’s extensive publishing network to reach a wide yet targeted audience.
Ad Creatives
Developed compelling, product-centric ads that highlighted the summer sale and the premium quality of the retailer’s products.
Results:
The campaign ran from December 2023 to February 2024 and achieved significant success in driving showroom visits and engaging the target audience:
Those who saw the advertisements were 48% more likely to visit the showrooms compared to those who never saw an advertisement, resulting in an Attribution Lift Index of 148.
The campaign successfully increased footfall by driving 7,661 customers to the showrooms with a footfall increase of 1.3%, significantly higher than those that were not included in the campaign at 0.9%.
The campaign helped the retailer refine its target audience by engaging a predominantly female audience (60%) and successfully attracting high-value demographics, especially those aged 25-34 and 35-45.
Consumer behavior data helped identify optimal engagement times, with peak showroom visits occurring between 3:00 pm and 4:00 pm, and the highest daily footfall on Wednesdays.
Using real-time insights from consumer behavior data, the furniture retailer successfully ran an advertising campaign that increased store footfall during an off peak season and provided granular insights on its target audience and their behaviors.
