MediaMarkt - the leader of the European retail market of home appliances and electronics. The MediaMarkt network includes more than 800 stores in 14 countries. 62 stores are located in 28 cities in Russia.
During the advertising outdoor campaign in Novosibirsk MediaMarkt used SmartIndex to stimulate sales and attract new customers to its stores in Siberia.
MediaMarkt uses different media channels every month to communicate with customers. As a part of the project, it was necessary to improve the efficiency of the outdoor advertising and connect offline with online. Using the system SmartIndex allowed to control advertising outputs on digital OOH costructions and target ad messages to the relevant audience that was currently nearby. The MediaMarkt audience is very wide, so one of the tasks was to profile it with a large number of parameters. SmartIndex allowed to analyze the audience by sex, age, income, geolocation parameters, as well as behavioral profiles. In addition, the service measured the actual current traffic and pedestrian flows, as well as passengers of cars and public transport.
As a result of the advertising campaign using SmartIndex, the coverage increased by more than 50% and the sales of MediaMarkt stores in Siberia grew by 5%.
SmartIndex allows to increase the efficiency of the outdoor advertising by 15-35%, significantly optimize costs in terms of audience coverage and accumulated TRP (target rating point). The conversion to buyers increased on average in 1.75 times.
"MediaMarkt develops an omnichannel sales model, so we consistently apply all formats that combine digital and offline channels of communication with our clients. As a result of testing the product in Novosibirsk, in February comparable store sales in Siberia grew by 5%, including in the online channel.
We see the prospects for cooperation in placing outdoor advertising using the Artificial Intelligence technology. In particular, in terms of increasing the actual conversion in stores and potentially - additional traffic and sales on the MediaMarkt website as a result of showing the relevant messages to our customers".