Case Study: Facebook’s impact on Country Road in-store

Lindsay Bennett
By Lindsay Bennett | 28 June 2016

Australian fashion retailer Country Road has achieved increased sales results driven by its multichannel digital marketing strategy tie up with Facebook.

Through utilising a digital measurement tool, Country Road was able to accurately quantify its digital advertising’s impact on online sales and in-store.

The challenge

Country Road is the first Australian and New Zealander fashion retailer to partner with Facebook on a multichannel Conversation Life Study.

Country Road wanted to position itself as the store for holiday gifting to maximise Christmastime sales across its women’s, men’s, children’s and home ranges. Specifically, the retailer wanted to boost sales among loyalty cardholders.

Country Road MD Darren Todd says: "The partnership highlights the changing consumer path to purchase and the importance of integrating digital and in store experiences."

The strategy

To increase sales between 17 November and 24 December 2015, Country Road paired up with Facebook to create visually rich and mobile-driven ads.

The digital and social strategy, led by Country Road’s digital marketing manager Paul Conti, utilised Facebook’s carousel ads and link ads across both mobile and desktop, to reach a custom audience targeting Country Road members across all segments of its loyalty program.

Conti says the results prove its digital marketing channels can drive significant results in retail stores.

“We now have a much clearer picture of the lift we can achieve in both in-store and online, and how the two worlds intersect, which is invaluable in informing our strategy moving forward,” Conti says.

The campaign’s creative assets told the story of a modern Australian summertime road trip with family and friends. Visual assets highlighted full lifestyle product edits, positioning Country Road as a one-stop destination for holiday gifting and fashion for women, men, child and home.

The results

The case study found Facebook ads were five times more effective in driving sales for Country Road compared to online sales via its e-store, recording an increase in the average spend per consumer and a positive spike in the reactivation of lapsed consumers.

For every one dollar spent in Facebook advertising, Country Road generated an additional $18.20 in revenue of which $15.40 was attributed to bricks and mortar stores.

The Australian fashion retailer generated 15.4x incremental return on adspend in-store and a 5x higher conversation rate in-store compared to online.

Facebook Australia head of retail Kate Box says the success is attributed to reaching real people with the right message and leverage moments throughout the day.

Country Road’s statistics will now be utilised globally as a benchmark for multi-channel marketing capability.

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