Objective
Following a challenging period with COVID-19, during which cross-border retail was hit by closures, Fleggaard faced a significant challenge: regaining lost market share and substantially increasing their Click & Collect orders. The goal for 2023 was to increase the number of C&C orders by 10%. In addition, they wanted to increase the number of store visits via Google Ads by 30%.
Strategy
We developed a long-term strategy to grow C&C orders over 5 years by segmenting and targeting campaigns based on geographic data from Fleggaard's predominantly Danish customers. The strategy combined local targeting with national campaigns to attract new customers, while serving two core customer segments: those in the south who wish to do their daily shopping, and the rest of Denmark who wish to visit the stores once or twice a year for larger purchases. Price was a decisive sales argument, as German taxes are lower, leveraged strategically through border shopping forms and postcode registration.
Searchmind has understood how to take our campaigns to the next level and deliver results that have lived up to our expectations. The team at Searchmind demonstrates an incredible degree of professionalism. They took the time to understand our business and goals, resulting in tailored strategies that perfectly matched our needs. Their analytical approach and ability to adjust and optimise campaigns has led to a significant improvement in our ROI. Aske Warming has been an invaluable resource. His deep understanding of Google Ads and ability to spot opportunities has made the collaboration both effective and enjoyable. Searchmind has consistently delivered on their promises and shown that they are passionate about creating success for their clients.
Thomas Schroll, Ecommerce Manager hos Fleggaard
What we do
Fleggaard had extensive data from completed forms, providing us with years of purchase data based on geography. This allowed us to reactivate specific areas and budget based on geography. Our approach was localisation, where we created 7 geographies and distributed the total budget from a percentage perspective of how much each individual area had historically contributed to revenue. To activate new users, we worked with Fleggaard's creative team to create national campaigns to capture customers' attention and drive in-store visits.
The numbers
Increase in C&C orders
Increase in revenue from C&C orders
More visits to the stores
More about PPC
2022 - 2023
Using existing data collected by Fleggaard over 20+ years to create 7 unique geographical areas to target specific audiences.
With our proactive approach, we convinced Fleggaard to double their spend on YouTube instead of focusing on traditional TV advertising, by calculating the value that could be attributed to the channel based on store visits and collected data.
Creating structure and the right budgeting, which — with a strategic focus on specific local markets — has delivered measurable results from the outset.
In 2022, our collaboration with Fleggaard began. In particular, the close relationship and trust that Thomas has shown me and my team has been crucial to achieving the strong results with our omnichannel efforts. We have made a great effort to leverage the extensive amount of customer data that Fleggaard had at their disposal, using this data foundation to their advantage. We did this by thinking outside the box and targeting the strategy where it made the most sense, in order to achieve the best possible results — both in terms of Click & Collect sales and visitors to the physical stores. We are extremely pleased to have fully lived up to Fleggaard's expectations. It demonstrates how important our clients' success is to us, because together we can celebrate the progress we have achieved. In particular, the nominations at the European Search Awards 2024 in the categories 'Best PPC Campaign' and 'Best Local Campaign' are something both Fleggaard and we at Searchmind are incredibly proud of. A special thank you goes to Thomas for making our collaboration both valuable and transparent. With an engaged partner who believes in our professional capabilities, we have created real and tangible change.
Aske Warming, Head of PPC hos Searchmind
Results
Our collaboration with Fleggaard generated an increase in the daily number of visitors from Southern Denmark to their stores. We saw this both in the form of a rise in the number of C&C orders and a significantly increased number of store visits. Our results-driven approach contributed to an overall growth of 17.69% in C&C revenue, marking a significant increase in Fleggaard's market share and earnings. Our strategy of local targeting and effective advertising campaigns proved to be decisive in achieving these strong results.
