L'Occitane en Provence

L’Occitane en Provence, more commonly known as L’Occitane, is an international retailer of body, face, fragrances, and home products. Originally founded in France, the company has expanded to become one of the leading, global providers of natural skincare and body care products with nearly 1,500 retail locations, including 170 in the US.

The Brief

L’Occitane was looking to increase in-store visits to their retail locations. With the intent to increase foot traffic to their physical stores and retail locations in selected cities around the US, L’Occitane partnered with leading drive-to-store platform, Locala in order to reach the right consumers at the right time.

The Strategy

Locala developed a strategic approach to engage and convert users into visitors, leveraging dynamic geo-location targeting, building custom audiences, and competitor conquesting, all delivered through innovative creatives.

The campaign focused on key points of interest in the New York Area, Chicago, Philadelphia, and Atlanta. Leveraging audience targeting capabilities, Locala identified a cluster of beauty enthusiasts, skewing towards females with discretionary income. In addition, those consumers who were shoppers at Sephora, Kiehl’s, and Ulta were also identified and included within the target audience.

Using their proprietary Dynamic Catchment Area tool, Locala targeted the appropriate users within a 15-minute drive or walk time to specified store locations. They then served them with the custom creative which provided a store locator with real-time directions to their nearest store location.

The Results

L’Occitane and Locala effectively reached their targeted consumers with this drive-to-store campaign. While in-flight, nearly 8 million impressions were delivered, all within brand-safe environments.

Overall, the campaign resulted in an impressive 43,952 store visits to the designated retail locations. Locala’s Dynamic Catchment Area tool was extremely successful for this campaign, and drove a large percentage of total store walk-ins, nearly 21,000.

The campaign provided key learnings for the brand, proving that the most popular day of the week for those consumers to make an in-store visit was over the weekend.

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