Evidently, the success of any business relies on sales, especially in a season like back to school. More sales equals more profits. Thus, businesses attempt to boost their sales any way they can. However, most of them go about it all wrong. Running an e-commerce business doesn’t mean it is mandatory to spend thousands of dollars on increasing sales. There’s no point in losing revenue. Small improvements can often make a big difference.
This is what we’re tackling in today’s case study on e-commerce retail in back to school season, as Jarir Bookstore used geo-based targeting techniques that meet audience targeting strategies, and a tailored creative approach.
In both its physical and online stores, Jarir Bookstore offers an extensive range of products that includes Arabic and English books, office and school supplies, children’s toys, arts and crafts materials, computers, mobile phones, audiovisual instruments and photography tools. For the brand’s latest campaign, it aimed to connect online with consumers who had no physical stores in their cities.
Although Jarir delivers its products across Saudi Arabia, data shows that remote cities in which the brand does not have physical stores actually boast more sales potential than major cities that do have shops. Jarir’s goal was to develop a strategy to achieve awareness around its e-commerce platform, as well as reach and influence users in remote cities.
Jarir had a two-pronged approach to meeting its objectives. Combining location targeting techniques with effective audience targeting strategies, it executed its strategy through an always-on campaign that captured ongoing opportunity.
Location targeting allowed for accurate inclusion and exclusion of geographic areas:
The brand’s audience targeting strategy helped Jarir find relevant users:
A mix of formats went into Jarir’s always-on campaign. To serve the upper funnel, Jarir served ads on the Google Display Network featuring customized images for each remote city. On YouTube, the team used Bumper and TrueView for Action ads to drive awareness and user actions. For the lower funnel, tailored search ads promoted a message emphasizing the fact that Jarir not only delivers to users’ areas but also accepts cash on delivery.
The established strategies and well-implemented campaigns earned Jarir impressive results:
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