Shopping malls represent not only the core of the retail economy, but also the heart and soul of communities, as well as a social oasis that offers, above all, entertainment combined with shopping.
With a lifelong passion for bridging the gap between good products and good experiences, McDonald's Corporation is well aware that the path from a shopping mall to the consumer's heart goes through their favorite food.
McDonald's Romania operates a network of 60 restaurants in 20 cities in Romania and employs more than 4,000 people. In its 24 years in the Romanian market, the company has invested approximately 500 million euros in developing its network and has served nearly 1 billion customers.
THE OBJECTIVES
- Launch a new line of hamburgers made with high-quality meat.
- Create a personalized customer relationship by offering highly targeted advertising and directing the target audience to restaurants where the products were available.
CHANNELS
Web - Mobile devices - Mobile applications
THE APPROACH
- OMD Romania, in partnership with McDonald's Romania, used Footprints for Retail as a core part of its strategy because it provides data on offline retail shopping behavior in Romania that can be used for advertising (Footprints for Retail).
- Footprints for Retail is Romanian data intelligence software that empowers retail innovators to reach their customers where it matters, understanding consumer micromoments and helping them act on the "I want it" moment in their purchase decision, through the collection and analysis of data from 60% of all mobile devices owned by active consumers in Romania.
- Footprints for Retail can use this data to create meaningful audience segments based on real-world purchasing behavior and use them for multichannel advertising, focusing on mobile advertising and omnichannel customer journey targeting.
APPLYING THE INSIGHTS
The main strategy was to identify and reach audiences with an active lifestyle who were close enough, at the right time, to be directed to restaurants where the products were available; thus, our first step was to identify lifestyle and life-stage segments using tracking data from all the shopping malls where we operate. We collected specific purchase interests, such as brands and categories, and applied our machine learning to identify segments based on their propensity to buy. This allowed us to understand and predict the likelihood that they would purchase the new McDonald's products.
Since we believe that the best is never good enough, we wanted to find out how likely they were to be shopping during the campaign hours. By focusing on shopping preferences, such as when they typically go shopping, we estimated their propensity to visit and then used those targeting filters to reach audiences across all channels relevant to this campaign: web, mobile, and apps.
“This new type of advertising is closer to our ideal target audience: very dynamic young people who find the best possible burger at the perfect time. We saw a very clear benefit in reaching people nearby and having the shortest conversion time from targeting to sales.” Ramona Ciocodei, Communications Manager, McDonald's Romania
“We chose Footprints for Retail in conjunction with the best available online communication channels to generate a complete customer journey. The conversion rate of this campaign and the real-world insights we were able to access from offline data showed us that this new type of profiling and segmentation can represent the final piece in our award-winning omnichannel strategy.” Lucian Enculescu, Digital Manager, OMD EMEA
THE RESULTS
- COST EFFICIENCY: the campaign INCREASED TRAFFIC BY 24% during off-peak hours and REDUCED COST PER VISIT BY 45%, delivering strong efficiency in reach and exposure frequency.
- HIGHER RELEVANCE: Through the creation of advanced behavioral profiles and improved segmentation based on advanced insights, the campaign was precisely targeted to specific audiences while they were shopping inside the mall. The message and timing achieved an AFFINITY SCORE of 72%.
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