Fagmøbler, a reputable retailer of high-quality furniture with 62 stores across Norway, aimed to boost its sales during the highly competitive Black Week. In this case study, we’ll explore how Fagmøbler, in collaboration with Frank & Dick, leveraged Point of Sale (POS) targeting and Dynamic Creative Optimization (DCO) to create a highly successful campaign that maximized its impact during this crucial sales event.
The primary objective of Fagmøbler’s campaign was to drive foot traffic to its physical stores during Black Week. With intense competition and varying screen availability, the retailer needed a strategy that could efficiently target potential customers and provide them with relevant information.
Dynamic Creative Optimization (DCO)
A key element of their strategy was the use of Dynamic Creative Optimization (DCO). They employed a locator DCO template to dynamically display the address and name of the nearest Fagmøbler store to each viewer. This personalized touch ensured that potential customers always had access to critical information about the nearest store, making it convenient for them to visit.
Point of Sale (POS) Targeting
A precise POS targeting strategy was implemented, with the radius varying based on individual store locations and screen availability. This approach ensured that advertising efforts were concentrated around each store, maximizing the chances of attracting nearby customers.
Fagmøbler strategically scheduled its ads to air during the most popular time slots for its stores. The campaign ran on weekdays from 3 pm to 7 pm and on Saturdays from 10 am to 4 pm. This ensured that their messages reached potential customers when they were most likely to make purchasing decisions.
Black Week Campaign
The campaign was specifically timed to coincide with Black Week, a period known for significant discounts on furniture and other products. The retailer offered substantial deals and promotions to entice shoppers during this competitive shopping event.
Fagmøbler’s campaign, in synergy with other Black Week initiatives, effectively boosted foot traffic to its physical stores, attracting numerous customers in response to the Black Week promotions. The DCO feature, highlighting the nearest store’s address and name, significantly enhanced the campaign’s relevance and convenience for viewers. By strategically airing ads during peak shopping hours, Fagmøbler maximized its campaign’s impact and achieved a higher conversion rate.
This Black Week campaign serves as a prime example of how a combination of POS targeting, DCO, and strategic timing can yield remarkable results in the world of digital out-of-home advertising. By personalizing their messages and targeting potential customers when it mattered most,Fagmøbler achieved its goals and boosted its Black Week success.
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