CASE STUDY
The goal:
To increase awareness and sales of L’Occitane’s new “Terre de Lumière” fragrance whilst driving footfall in UK stores.
Our location solutions.
We used real-time Proximity Targeting to identify people close to specific stores, capture people in the right mindset to purchase and drive visitation. L’Occitane split their audience into 3 different groups:
Group A – audiences who were in close proximity to London stores
Group B – people who were in close proximity to stores outside of London with higher than average footfall
Group C – a control group made up of stores with smaller footfall
In total, 43 out of 77 UK stores were targeted.
Results.
Case Study / L'Occitane
Stores using proximity location targeting saw a sales uplift of 10% and a footfall uplift of 8% over the duration of the campaign.
Consumer engagement from those who had been close to store saw a secondary action rate 190% over the benchmark, with 75% choosing the “Shop Now” option.
42% of recorded store visits were carried out within 72 hours of ad exposure, indicating consumers are more likely to visit when exposure is recent.
1 %
footfall uplift
1 %
sales uplift
1 %
over secondary action rate benchmark
“Although the traditional L’Occitane customer is female, gift buyers cover a wider audience demographic. Therefore, a location strategy that allowed to us capture people in those convenient moments and really experience our new Terre de Lumière fragrance was exactly what we wanted to launch this exciting new product onto the high street. GroundTruth’s accurate location technology not only allowed us to do this in the real world but drove consumer engagement online.”