The Italian discount industry is experiencing a fast-paced evolution. New competitors are entering the market and offering a better in-store range and improved customer service. Even well-known international retailers like Penny Market need to play it smart to keep their lead position in this competitive market.
Penny Market relied on iProspect media agency and drive-to-store specialist Locala to raise awareness for their offer, and locally support their expansion strategy across Italy. Together we developed an always-on mobile advertising campaign, with the aim of driving customers to the growing network of 375 Penny Market stores.
Through geo-targeting, we were able to exclusively reach users close by Penny Market stores. By using our immersive ad formats, Penny Market were able to showcase their weekly offers, engaging shoppers with new discounts. To enhance the relevance of the messaging and guide users to stores, we used Dynamic Creative Optimization (DCO) to dynamically display the address of the nearest store.
By clicking on the ad, shoppers were redirected to a store locator with directions to the nearest Penny Market point of sale. To ensure successful conversion, we optimized the campaigns in real-time, leveraging machine learning technology and combining different ad placements.
The Penny Market campaigns generated meaningful business outcomes, driving more than 70,000 visits to the retailer’s stores during the partnership early stages. Among the total visits registered, over 44% were incremental, with an average footfall uplift of 80%. A huge success that represents a key, tangible step in Penny Market’s plan to be closer to their shoppers and build a strong, lasting relationship with them every day.