Campaign Snapshot:
Client: Puma India
Objective: Increase in-store footfall and boost online sales post-COVID
Channels Used: Google AdWords, Facebook Ads, Email, Mobile Marketing, and more
Result: Significant growth in both in-store foot traffic and online sales, surpassing expectations
Overview:
Post-COVID, Puma India aimed to regain momentum by increasing footfall in their physical stores while also promoting their online store to adapt to changing consumer behaviours. Puma wanted to ensure customers felt comfortable returning to stores while maintaining an emphasis on online shopping as a safer, convenient alternative.
Rigi Solutions was brought in to execute a multi-channel digital marketing strategy to achieve these goals. We utilised our complete suite of digital tools, including Google AdWords, Facebook Ads, Email, and Mobile Marketing, to deliver measurable results.
Challenge:
The key challenge was to attract customers back into physical stores while promoting online shopping as a viable, safe option in the post-pandemic environment. Many customers had grown accustomed to e-commerce during the pandemic, and balancing both aspects required a carefully crafted campaign.
Strategy:
We designed a digital marketing strategy that balanced promoting Puma’s physical stores and its online platform. The campaign focused on key urban centers, targeting activewear enthusiasts and those looking for post-lockdown shopping experiences.
- Google AdWords: We developed a Google AdWords strategy targeting keywords like “Puma store near me,” “Puma online shopping,” “sportswear deals,” and “post-COVID safety shopping.” Search and display ads were deployed to direct customers to both physical store locations and Puma’s online store, encouraging hybrid shopping behaviour.
- Facebook Ads: Using engaging visual content, including videos and carousel ads showcasing new collections and safety measures, we ran geo-targeted Facebook campaigns. These ads promoted in-store shopping events, highlighting safety protocols, and boosted online sales with limited-time discounts. We also ran Facebook retargeting ads aimed at users who had visited the Puma website but hadn’t completed a purchase.
- Email Marketing: Personalised email campaigns were sent to Puma’s subscriber base, offering special discounts and early access to new collections. Emails were segmented to target users based on their past behaviour (e.g., frequent in-store shoppers received invitations to in-store events, while online shoppers were encouraged to explore new online-exclusive offers).
- Mobile Marketing: SMS and push notifications were sent to users in key urban areas, providing real-time offers and updates on in-store events. Mobile-specific discount codes were also deployed to drive engagement, resulting in increased foot traffic and online conversions.
- Social Media Engagement: A series of interactive Instagram and Facebook campaigns invited users to share their Puma shopping experience using branded hashtags, which fostered community engagement and incentivised visits to stores and online platforms through exclusive offers.
Result:
The campaign yielded outstanding results, achieving Puma’s goals of increasing both in-store footfall and online sales.
- Foot Traffic: In-store foot traffic increased by 37% compared to pre-campaign levels, as customers felt confident visiting Puma stores due to the promotion of post-COVID safety measures and exclusive in-store events.
- Online Sales Growth: Puma’s online store saw a 63% increase in sales during the campaign, with a notable spike in mobile transactions due to the targeted SMS and mobile push campaigns.
- Ad Performance: Google AdWords delivered a 44% CTR, driving significant traffic to the online store as well as providing location-based ads to attract in-store shoppers. Facebook ads saw a 63% engagement rate, with video content being the most successful in promoting both physical and online shopping experiences.
- Email Campaign Success: The email marketing campaign achieved an impressive open rate of 41% and a click-through rate of 48%, driving a surge in both in-store event participation and online purchases.
Conclusion:
Rigi Solutions successfully executed a multi-channel digital marketing campaign that increased both in-store footfall and online sales for Puma India in the post-COVID landscape. By leveraging the right mix of marketing channels, we were able to connect with Puma’s diverse customer base, ensuring that both the physical and digital store experiences resonated with their needs.
Key Takeaway:
A comprehensive digital marketing strategy, utilising both online and offline approaches, can revitalise a brand’s presence in a post-pandemic world, driving measurable growth across all sales channels.
