Optimize your drive to store campaigns with Dynamic Creative Optimization (DCO)

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Drive to store campaigns are local advertising campaigns that aim to capture consumers on the move and attract customers to the store . They are essential for your business. In fact, 55% of online advertising investments generate in-store sales 1 .

However, prospects are subjected to numerous advertising solicitations on a daily basis. Whether online or in real life. To capture their interest, it is essential to offer local content, adapted to their habits and places of life.

Wondering how to stand out and boost your drive-to-store ? Discover how to optimize your drive-to-store campaigns with Dynamic Creative Optimization (DCO).

1. What is DCO and how does it improve your drive-to-store?
2. 3 examples of DCO optimization to apply to your drive to store campaigns
Conclusion


What is DCO and how does it improve your drive-to-store?

1. What is DCO and how does it improve your drive-to-store?
DCO (Dynamic Creative Optimization) is a technique for personalizing switzerland mobile phone number list online advertising, using programmatic marketing and algorithms. Optimizing your drive to store campaigns using DCO is possible via Google Ads and Facebook Ads (which broadcast on Facebook and Instagram).

Thanks to DCO, your local drive to store advertising campaigns are automatically adapted to the local context, the geographical area, the weather or even your in-store product stock. Optimization is done in real time, which offers great relevance. For example, if it's raining, your drive to store campaign will automatically present your range of marine oilskins. And if it's hot, your local ads will highlight your linen shorts. Be aware that by personalizing your drive to store campaigns in this way , you increase their conversion rate. In fact, 19% of mobile users have already made an unexpected purchase after seeing a local ad 2 .

Finally, Dynamic Creative Optimization allows you to adapt your drive to store campaigns directly to the profiles of Internet users. Thanks to ultra-precise segmentation, DCO optimizes the content of your ads to the tastes, habits and places of life of your prospects. For example, your drive to store campaign will present your new soft drink to Jean, a soda lover. And your energy drink to Luc in the middle of exams. Because yes, thanks to our digital life and all the cookies we leave online, it is possible to collect extremely precise databases.

By offering the best version for each Internet user of your drive to store campaign , you increase its ROI and thus generate in-store traffic !


3 examples of DCO optimization to apply to your drive to store campaigns

2. 3 examples of DCO optimization to apply to your drive to store campaigns
A drive to store campaign based on product availability in store
Thanks to Dynamic Creative Optimization, you can set up your drive to store campaigns with a product locator. This allows you to know in real time the quantity of your stocks for each of your points of sale.

The products presented in your geolocated advertisements are thus updated according to the real-time stocks of the stores closest to your consumer.

For example, the prospect may see a local ad for a perfume available at the point of sale near their home. If they go shopping and are in the catchment area of ​​another of your establishments, they will see a drive to store campaign for other products available in that store. Indeed, this perfume is out of stock in that establishment and the DCO allows you to adapt the content in real time.



Example of DCO campaign according to stocks available in store

Example of a DCO campaign on Facebook based on available stock in store


A drive to store campaign based on geographic location
To start, know that 68% of smartphone users have used the “get directions” or “click to call” options in local mobile ads 2 . Geographic personalization of your drive to store campaigns is therefore a very important factor in generating in-store traffic .

Dynamic Creative Optimization allows you to optimize your drive-to-store campaigns to the catchment area of ​​your points of sale. As can be seen in the example below, local advertising highlights the city of the point of sale closest to the prospect. It is thus possible to offer promotions based on proximity, which pleases customers: 51% of consumers appreciate promotions based on location 2 .

In addition to geolocation to the catchment area, DCO allows you to adapt your drive to store campaigns to larger geographic areas. For example, you can set up your local digital ads to present your new summer dresses in the south and your new raincoats in the west. Your drive to store campaign thus represents the same brand, with the same traffic objective in points of sale , but it displays different products for a better impact!