La Souris | Connecting brick-and-mortar stores with an online shop in an omnichannel strategy

How can we increase revenue with a healthy ERS (Effective Revenue Share)? And how can we best serve the customer through our online store and physical stores?

We have initiated a strategic marketing plan, which forms the foundation of our operations. La Souris showed great enthusiasm for our omnichannel strategy. The formula for success is: Data x Webshop x Stores x Automation.

Data:

We began by analyzing the available data. Despite having a wealth of data, it had not been tapped into as a valuable resource. We ensured data cleanliness and built a dashboard that provides insights into the revenue generated by both the online store and physical stores. Additionally, we implemented click IDs to track instances where people request online consultations or test rides and subsequently place orders in the store. This way, we have bridged the gap between online and offline data. We can then use Offline Conversion Tracking (OCT) to link physical store revenue to campaigns, keywords, and advertisements.

Webshop:

We focused on improving campaigns, optimizing all Search Engine Advertising (SEA) campaigns, and delving into social campaigns. Naming conventions were established to differentiate between e-commerce and local campaigns. These conventions help feed the dashboard with the right data for both the webshop and the physical stores. In addition to paid advertising, we initiated an organic strategy to enhance La Souris’s ranking in organic search results.

Stores:

For the physical stores, we implemented a local advertising strategy, running local store campaigns to promote store visits through both advertising channels (SEA, social) and organic channels (SEO) by optimizing store pages. We also linked online soft conversions, such as test rides or consultations, using click IDs to the La Souris system. This information is visible in the store’s point-of-sale system, allowing any in-store orders to be fed back into advertising platforms and campaigns.

Automation:

Recognizing a significant opportunity in automation, we connected an Email Service Provider (ESP) to alleviate staff pressure, particularly in handling consultation requests. Additionally, we are implementing automated email flows for scooter and bike maintenance.