Shoe Carnival: Shoe Carnival Turns “Near Me” Moment to Purchases

 
Campaign Summary

To turn mobile searches into purchases, Shoe Carnival — one of the nation's leading retailers for women's, men's, and children's shoes — created a location-based mobile marketing program to turn mobile consumers' "near me" moments of search into moments of conversion. Shoe Carnival experienced a significant lift in mobile organic site visits and an increase in online orders.

Strategy

Objective and Context:

Shoe Carnival wanted to turn mobile searches into purchases across its 400 stores and e-commerce website. With search interest in "near me" increasing 34 times since 2011 and 88 percent of that traffic coming from mobile devices, Shoe Carnival recognized an opportunity to use the context of location to turn searchers into customers. The challenge became organizing location data to help ensure organic mobile search visibility and creating mobile-friendly store pages with contextual offers to turn "near me" searches into moments of conversion to sales.

Target Audience:

Shoe Carnival set out to reach mobile consumers in the "near me" moments of search occurring on search engines, map apps, GPS systems, and other methods. Half of consumers who conduct a local search on their smartphones visit a store within 24 hours, and 18 percent of those searches result in purchases within a day.

Creative Strategy:

Shoe Carnival saw mobile "near me" searches as an opportunity and leveraged the location marketing platform Velocity as a way to turn these searches into purchases.

Execution

Overall Campaign Execution:

Shoe Carnival used Velocity's location data management capabilities to cleanse, optimize, and distribute location data for its more than 400 stores. This ensured Shoe Carnival's "near me" mobile visibility across an omnichannel discovery ecosystem, including search engines, maps, apps, operating systems, GPS, and wearables.

Mobile Execution:

Shoe Carnival automated the development of a store locator and mobile-friendly store location pages to drive "next" moments of conversion. Store hours of operation, click-to-call, and social widgets such as Pinterest were integrated to provide contextually relevant experiences to mobile consumers.

Mobile wallet offers were created and featured on store location pages, making it simple for consumers to download quickly and redeem in the store. Mobile wallet offers also gave Shoe Carnival the ability to send notifications to consumers based on location via latitude-longitude and proximity within the store via beacons. By combining a mobile search marketing program with mobile wallet offers, Shoe Carnival connected with modern consumers in their moments of need.

Results (including context, evaluation, and market impact)

Prior to this campaign, Shoe Carnival did not have mobile-friendly store location pages, which resulted in a lack of mobile visibility. After the campaign, Shoe Carnival experienced a significant lift in mobile organic site visits and an increase in online orders. Other results included:

  • One in five mobile users downloaded the campaign’s promotional offer.
  • Year-over-year, the program resulted in a 76 percent increase in organic site visits, 44 percent increase in online orders, and 51 percent increase in ecommerce revenue.
  • The program resulted in a 25:1 return on investment and was paid off after 15 days.

The campaign also received press in Mobile Marketer and Mobile Commerce Daily.


Categories: | Industries: | Objectives: Mobile Search | Awards: Finalist