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This case study explores the bespoke international marketing programme created and deployed for our Italian Merchant. In this case study, we cover the campaign audience, targeting and channels, timing and results.
This luxury department store generates a significant part of sales from international customers. Planet Intelligence researchers analysed sales to international shoppers, which showed that the merchant’s sales to customers from USA and China Taiwan were under performing in comparison to the rest of the market. Sales to US customers grew only by 14% YOY while the market grew 37%. At the same time, the market was almost flat in terms of sales to Taiwanese shoppers (-1.3%) and sales from this merchant dropped by 26% for this tourist group. International shoppers from the USA and China Taiwan were identified as high potential sales growth opportunity.
Planet established a digital marketing campaign aimed at growing brand awareness among tourists from the USA and China Taiwan. The campaign also aimed to increase and measure consumer footfall to the merchant’s store. A highly efficient multi-channel approach was adopted, involving Hyperlocal, Travel Programmatic, Social, and In-App advertising channels.
The next important step for this multi-channel digital marketing campaign was to define and plan the most effective time for deployment. Utilising Planet's international shopper calendar, we agreed the ideal periods when significant groups representing both nationalities were expected to travel to Venice over a three month span of time. This time period covered Columbus and Thanksgiving days in US, and National/Double Tenth days in China Taiwan. During the campaign period, Venice would also be attracting many tourists from all over the world for Christmas markets and seasonal shopping.
We turned to Planet, our partner in Tax Free for years, with the aim of increasing and diversifying sales in our department store in Venice. Planet has been able to identify the nationalities with the highest growth potential in our mall, and direct to them a highly effective ad hoc marketing campaign. The results left us very satisfied and, for this reason, we have decided to extend our collaboration to the next campaigns, with the aim of fully exploiting all the potential offered by the great flows of international shoppers that arrive daily in the Lagoon.
Merchant, Department Store, Venice, Italy
Measure Footfall
Push Store Visits
Generate Awareness
As a direct result of Planet Consulting's international digital marketing campaign, the Merchant increased brand awareness with 10.5 million distributed impressions. With regards to footfall, 5,134 additional international shoppers were brought to the Merchant’s store. The resulting sales were significant. The US market of international shoppers grew by 58% during the campaign period. Planet’s international digital marketing approach increased merchant sales by 97% overall. Similarly, for China Taiwan shoppers, sales grew by 59% during the campaign, while the market itself dropped by 7.6%.
Learn more about our marketing programmes
