Retail media for varifocals: How to increase your sales by 30%
Sang Tanzer
CEO der TANZER Agency // ?? Marketing // ?KI // ??Innovator // ???Virtual Reality // ??Immersion // Blockchain // Kunstliebhaber
Retail media is becoming an essential instrument for companies that want to increase their business results through targeted marketing measures. Especially for products such as varifocals, where purchasing decisions often depend on comprehensive advice and a stronger build-up of trust, retail media offers unimagined opportunities.
The case study "How retail media sells varifocals 30% better ” shows how a strategic retail media approach can not only attract potential buyers through branding and presence, but also positively influence purchasing behavior. In this specialist article, you will gain insights into how the right combination of digital and physical presence can be used to increase sales of niche products.
Want more details? Get the full case study at www.tanzer.agency and discover how the “See what you're missing?” campaign creates new sales incentives.
Before we dive into the details of the varifocals campaign, let's briefly explain what exactly retail media is and why it's so important. Retail media describes a form of marketing where retailers use their digital and physical platforms to target personalized advertising directly to customers who are in the relevant buying stages.
Especially for omnichannel providers such as Brillen.de, retail media offers an incredible opportunity to reach their 45+ target group in an unprecedented way. The key: the combination of high-precision targeting and emotional storytelling.
1. retail media: The synergy between branding and performance for varifocals
Retail media enables targeted marketing precisely where customers are reached both in their everyday lives and in their purchasing intentions. The case study of Brillen.de shows how strategic placements can increase visibility and sales figures. Brillen.de is represented in almost every major city - often just a few steps away from Edeka, Kaufland and other highly frequented shopping centers. These locations make it possible to address customers regularly and naturally in everyday life, which offers both a strong branding effect and clear performance benefits.
With retail media, it is possible to build a continuous brand presence that utilizes digital and physical touchpoints through targeted campaigns. Customers encounter the product both when shopping in the supermarket and through digital touchpoints that influence their customer journey.
2. effective campaign for digital and physical presence
A catchy and cross-platform campaign appeals to potential customers where they move around every day - online and offline. The proximity of Brillen.de locations to popular shopping areas creates synergies that intensify contact with the brand. The case study highlights how the combination of online marketing and physical presence can be optimized to create a consistent brand experience.
The marketing message highlights the particular benefits of varifocals for the modern lifestyle: clear everyday vision, customizable optics and stylish design. This information is shared via social media, blog posts and interactive ads, providing an engaging introduction to the product.
3. the buyer persona for varifocals
In order to use retail media successfully, you need a clearly defined buyer persona - a profile of the ideal customer that is specifically tailored to their needs and wishes. The case study shows how to develop a persona for varifocal glasses that is both tech-savvy and style-conscious and has a particular interest in eye-friendly quality at work and at home.
Brillen.de offers the advantage of addressing a target group that is regularly present in the immediate vicinity of a supermarket and can therefore be addressed via targeted digital and physical channels. The persona is reached through appealing content that emphasizes the health aspect and the functional design of varifocal glasses - elements that can be integrated into the everyday lives of potential buyers time and again due to their proximity to highly frequented locations.
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4. The customer journey: from awareness to the purchase decision
The customer journey can be precisely designed with the help of the buyer persona. In this way, customers are systematically accompanied from their first contact with the brand to the purchase decision. Retail media makes it possible to divide this journey into three stages - upper funnel, mid funnel and lower funnel - and thus increase sales in a targeted manner.
Upper funnel: Attracting attention
In the upper funnel, the focus is on informing the target group about varifocals and their benefits. By strategically placing digital ads and content on platforms such as Facebook and Instagram, the product can be made known efficiently. Combined with the strong physical presence at Brillen.de near highly frequented supermarkets, this strategy ensures maximum brand presence.
Thanks to the proximity to Edeka and Kaufland, the campaign becomes part of the customer's daily environment, which arouses interest in a consultation appointment in the stores.
Mid Funnel: Building trust
In the middle funnel, the relationship with the brand is deepened further through content marketing and storytelling. Content such as testimonials, product information and expert opinions are disseminated via social media, newsletters and blog posts in order to strengthen the trust of potential customers. Brillen.de offers the opportunity to deepen the emotional bond by introducing customers to the product details and providing advice on site.
Lower funnel: Creating the incentive to buy
In the last step of the funnel, potential customers are [...]
If you want to dive deeper into the details of this fascinating campaign, download the full case study with more than 30 pages for free at https://www.tanzer.agency/retail-media-kampagnen-neu-gedacht-case-study-brillen-de and learn how the campaign "See what you're missing? ” creates new sales incentives.
TANZER Agency:
You've come to the right place if you need precise target group analyses and the creation of buying personas for your product or service. For known target groups, we will find the right media inventory for you or have special media deals in our portfolio.
The TANZER Agency specializes in creative-innovative marketing concepts and the marketing of particularly attention-grabbing and converting media deals. We are also a specialist marketer for automated and managed retail media campaigns. We would be happy to show you non-binding deals (CPM, CPO, CPL), KPIs and potential.
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