drive retail velocity with weather geotargeting digital advertising

How to use Weather Playbooks in Digital Marketing Campaigns to Increase Sales at Major Retailers

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Drive Retail Velocity with Weather Geotargeting

• Weather has an impact on everyone’s daily lives — it affects the clothing we wear, where we’ll have dinner, and the items we purchase

• Weather “just is,” and is immediately relatable to everyone

• It is also very clean and easy-to-use data which means it can have a large impact on your sales if you’re selling in major retailers like Walmart, Target, and CVS


• Consumers are more likely to purchase certain items based on the weather outside– It’s more than spikes in umbrella sales when it

rains, or sunscreen when it’s sunny• Weather affects the way that people consider

their day and opportunities, driving divergent consumer behavior, based on their local weather


• With nearly 42,000 zip codes in the United States, each with varying weather conditions at any given time, shouldn’t you be adjusting your marketing based on the oldest form of “big data” in the world?


• For example, when it is 38 and raining in many areas in January, other cities enjoy 70+ degree weather with clear skies:


Adwords Bid Adjustments for Weather• Weather is a key element that most marketers don’t

leverage when developing AdWords bid strategy– But weather has a major impact on store traffic and sales

volume in most product categories• By tailoring your advertising to weather, you can make it

easier to get your products into more consumers’ hands• By using automated bid adjustments, marketers can

easily increase and decrease campaign bids based on the user’s local weather


• For example, you may opt to decrease campaign bids by 50% during certain conditions and increase by 25% in others to maximize conversions

• Indri has released Weather Playbooks to address this advertising variable

• It’s proven to work– Check out this Case Study:

Optimizing AdWords Based on Local Temperatures Increases Walmart Sales 27%

http://indri.co/playbooks

http://indri.co/case-study-optimizing-adwords-based-on-local-temperatures-increases-walmart-sales-27/

http://indri.co/case-study-optimizing-adwords-based-on-local-temperatures-increases-walmart-sales-27/

38%

45%

25%

22%

20%

4%

12% 5%

10% 19%Ad Spending

Time Spent

USA 2013

Consumers’ Time is Increasingly Spent via Digital

TV Internet Mobile Radio Print

Most clients underspend on Digital by 20%-40%

94% Of Your Visitors Don’t ConvertOn Your Site

Ability to Optimize via:• Geo Targeting• Weather• Day Parting• Retargeting Non-buyers• Employing Drafting Strategies

GeolocatedDisplay

Ads

Drive Retail Velocity

• Drives interaction and lifts brands

• More efficient than traditional media

• Essential to reaching an audience

• More effective than you think!

• Drives SEO• Enhances effectiveness of

non-digital channels• Effective across entire

customer journey• Drives word of mouth at

scale

Digital Advertising

Drive Retail Velocity with Digital Advertising

• 94% of retail sales still happen in person• Online activities drive these transactions more than ever• There’s a direct correlation between someone seeing an

online ad and then shopping in a brick-and-mortar store

GeolocatedDisplay

Ads


• Display advertising, especially when combined with remarketing, is a proven driver of retail velocity

• By targeting geographic drive-time radii around the stores that carry your products, you engage with customers at the moment of purchase decision

• It’s a great reminder to them to look for and buy your products now that they are in-store

GeolocatedDisplay

Ads


• Retailers judge product success, sometimes harshly, on their velocity at retail

• Not enough sales means the products get pulled from the shelf

• So how do you use digital to push retail sales at retail?

GeolocatedDisplay

Ads


• First, different retailers have different customer profiles of their users and geographies• For example, Walmart shoppers are different from CVS

shoppers• We start by understanding what the sales goals are

at each retailer• Then we overlay a deep consumer segmentation as

kids’ products are very different from health & beauty items

GeolocatedDisplay

Ads


• How many impressions do we need to drive a sale at each retailer?

• What are the top 20% of retail stores that drive the most sales volume?

• Are there better days of the week? • i.e., Kids’ products sell better on weekends

• Are there other correlating factors to sales? • i.e., Temperature, Weather, or Holidays

The result of a finely tuned retail campaign from Indri? A 40% incremental increase in retail sales.

GeolocatedDisplay

Ads

What we do

Drive Local ShoppersGeo Display Ads to Drive Retail

• Text• Banners• Rich Media• Media• Social

Advertising

GeolocatedDisplay

Ads

Repeatable Playbooks = Consistent Results

Geo Target Weather Day Part Non Buyer Drafting

Database of all major US retailers to drive traffic by

store

Adjust media spend by day by buyer

location by weather

Mobile usage tends to be highest early and late in the day

96%+ of your visitors don’t buy. Retarget them via

programmatic ad buying

Draft off competitors TV

or media spend in

real time

Improve and Enhance Your Campaigns

• Optimize Based On Thousands Of• Variables• Locations• Products

• Real Time• Optimized By Keyword

and Device• Data Analysis

Constantly Improves Conversion Rates

Optimize Campaigns

Playbooks on WeatherAdjust Media Spend by Day, by Buyer Location, by Weather

Seasonal Product Sales Lift 27% After Campaign is Optimized for Weather

Optimize Campaigns

Leverage is Delivered Through Automation Powerful and Highly Customizable Templates

• Full CSS Control• No IT Needed• Code Free Visual Editor• A/B Test Copy & Images

Landing Pages

• Drives ROI• Sell Related Products• Increase Brand and

Messaging Control

Setup an Introductory Phone Meeting!

http://indri.co/contact-us/

http://indri.co/contact-us/

Thank You!