Project description
From online marketing to in-store sales
Thanks to digital marketing, most customers already know what they want to buy before even entering a store. But are retailers underestimating the power of digital marketing on shopping behaviours? How can retailers take advantage of the digital influence factor in the consumer journey? These questions will be answered by the EU-funded AD-TO-STORE project. It is developing the first ad-to-store affiliate network that can track in-store purchases generated by advertising at article level, in a scalable cloud environment. The project be a single marketplace (concentration of ad space), enabling access to programmatic display, pay-per-sale and search retargeting throughout a reduced management fee. Bottom line: digital and in-store experiences should not be considered separately.
Objective
Performance marketing generates 20% e-commerce sales, but only 1% brick & mortar retailer sales. 90% total purchases are still made in-store and 60% in-store purchases are prepared online (webrooming). There is a need for performance-based marketing and programmatic advertising solutions that can leverage the advantage of online trends and digital ad spaces to increase sales.
Nowadays, there is difficulty for tracking marketing actions to measure sales at article level. No public marketplace to structure business relationships and heterogeneous, declarative and high-friction customer experiences provide limited diffusion, lack of measure of ROI on advertising and many digital advertising spaces that are difficult to exploit. Publishers’ proprietary platforms imply advertisers need extra resources to interact with each one.
AD-TO-STORE is the first ad-to-store affiliate network, able to track in-store purchases generated by advertising at article level, in a scalable cloud environment: one-stop public marketplace; third-party sales tracking system at article level; real-time and item-based promotions; and omnichannel identification means.
Advertisers will have campaigns based on advanced parameters and events. Agencies will have full ad space management. Publishers will be able to format campaigns and set the audience, and consumers can earn and redeem rewards.
To end-users, AD-TO-STORE will be a single marketplace (concentration of ad space), enabling access to programmatic display, pay-per-sale and search retargeting throughout a reduced management fee. It will help in measuring ROI at article level and per store or area and have better consumer knowledge, which will lead to a higher conversion rate.
For Browse & Go, it will be the central product for pivoting to future developments and it will provide us with ad-to-store transaction history to do better ad forecasts.
Fields of science
Programme(s)
Funding Scheme
SME-1 - SME instrument phase 1Coordinator
92600 ASNIERES-SUR-SEINE
France
The organization defined itself as SME (small and medium-sized enterprise) at the time the Grant Agreement was signed.