UAE-based Centrepoint department stores have offered their 35 million annual customers an extensive collection of clothing, accessories, beauty products, and home decor since 2005. To reach them and improve online to in-store conversions, Centrepoint worked with ForwardPMX, StitcherAds, and Snapchat to leverage Dynamic App campaigns – ultimately resulting in a 47% lift in ROAS.
Centrepoint knows that 83% of their Kingdom of Saudi Arabia customers research products online before purchasing in-store and that 86% of all their customers use their mobile phone whilst shopping. They also know that the majority of their customers are active on Snapchat and that their apps are core to their immersive omnichannel shopping experience.
Centrepoint wanted to compare the performance of Snapchat campaigns with similar app campaigns on other Social channels.
Centrepoint worked with ForwardPMX, StitcherAds and Snapchat to leverage Dynamic App campaigns. ForwardPMX used the StitcherAds platform to automatically convert Centrepoint’s existing product feed into a Snapchat compatible feed, add app required fields, input UTM tracking parameters, and enhance product images.
- The campaign presented customers with a personalized set of products (from over 50,000)
- Customers then swiped to install the Centrepoint app and were redirected to the product they were interested in.
- They could then browse and favourite products while planning a store visit - ultimately providing an immersive omnichannel shopping experience.
ForwardPMX used the StitcherAds platform for daily processing of in-store transaction data for all 74 stores through the offline conversion API, allowing Centrepoint to attribute in-store sales to customers that engaged with the dynamic ads campaign.
Centrepoint used an appropriate attribution model (7 day post swipe/view) to measure in-store sales which resulted in 21.4% of app installers buying in-store, generating in-store ROAS which was 35.7% higher than the next best performing social campaign. They discovered that the average in-store order value for the campaign was 270% higher than the next best performing social campaign and the CPM was 76.2% lower.