CASE STUDY: Homebase Increase Store Footfall via eBay Campaign
Provided by eBay
Homebase pilots geo-targeting campaign on eBay to drive footfall in store and increase online traffic.
What was the Challenge / Background of the Campaign?
Homebase is a leading home enhancement retailer selling products for the home & garden. It has 336 out-of-town stores throughout the UK and Republic of Ireland serving around 60 million customers p.a., and a growing internet offering. Homebase was looking to run a campaign to drive awareness and footfall for the re-launch of its Chelmsford store. The store includes a mini Habitat, the latest products, ranges, and consultancy services. Homebase wanted to reach home & gardening enthusiasts living in the Chelmsford area and so partnered with eBay to run an online campaign.
What was the Campaign Objective?
To raise awareness of and footfall to the new look store among local residents of Chelmsford while highlighting additional in-store benefits and driving traffic online.
What was the Solution?
eBay developed a 4 week pilot campaign bespoke to Homebase, using eBay's behavioural and geo-targeting capabilities to serve highly targeted adverts to home and garden enthusiasts living in the Chelmsford area. It also included a keyword takeover; matching adverts to searches for the term 'Homebase' on eBay. The ads clicked through to a custom landing page, hosted on eBay/co.uk, which included interactive editorial content about the new look store, including video content, downloadable nectar vouchers and links to Homebase's website.
What were the Results?
Precision targeting resulted in 600,000 unique eBay users who were home and garden enthusiasts living in the Chelmsford area being exposed to over 4 million ad impressions during the campaign. 63% of those that clicked through to the brand page interacted with the above fold links
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What were the Key Learnings of this Campaign?
Commenting on the campaign, Michelle Raeburn, Local Marketing Manager, Homebase said, "eBay's geo-targeting capabilities and the ability to segment by consumer interest and keyword search terms enabled us to develop an incredibly precise campaign with minimal wastage. The campaign contributed to an uplift in footfall to the new look store and we are now looking at how we can do more online campaigns to support our other store re-launches in 2014."