U.S.-based Sears Hometown & Outlet Stores caters to local customers searching for unique, lightly used, and certified refurbished products. Working with StitcherAds, the retailer gained the ability to create personalized and localized ads – resulting in a 19% lift in incremental sales for its Sears Outlet stores.
Challenge
Sears Hometown and Outlet Stores (SHOS) has a unique business model. The company’s Sears Outlet stores give consumers access to one-of-a-kind products (lightly used and certified refurbished appliances).
Facebook & Instagram is an important component of the SHOS team’s digital strategy, but they were facing technical blockers which kept them from developing an effective online-to-offline strategy. In order to promote their localized and one-of-a-kind items, the team needed to find a solution that would help them automate ads to regional consumers.
Goal
To drive incremental return-on-ad-spend by implementing effective prospecting and retargeting strategies.
Solution
From a setup perspective, StitcherAds optimized Sears Outlet's product feed, Facebook pixel, and offline event sets – ensuring everything aligned with Facebook’s best practices. This enabled the retailer to effectively target customers with the right products, and measure the effectiveness of online and offline campaigns.
For prospecting, StitcherAds helped the SHOS team launch Dynamic Ads for Broad Audiences, which is now a core component of the retailers' strategy.
For online-to-offline ads, StitcherAds worked with Facebook to get Sears Outlet whitelisted for the platform’s Dynamic Ads for Retail. To run Local Inventory Ads, the SHOS team supplied StitcherAds with its Google Local Inventory feed. The StitcherAds team then used its feed manipulation technology to make the feed ready for use on Facebook. This allowed Sears Outlet to run dynamic ads with localized pricing and to communicate product availability to customers near stores.
With StitcherAds managed service, the SHOS team got new copy in place for their ads with sequential messaging. The brand also benefited from strategic testing to ensure they were getting the most out of their ad spend.
Results
As a result of Sears Hometown & Outlet Stores' work with StitcherAds, their new ads were compelling and personalized-to-user. Sears Outlet saw a significant increase in online-to-offline sales, which could be directly attributed to their Facebook & Instagram ads.