The maternity and childcare store joined forces with Facebook Marketing Partner BIONIC to better track and optimize its in-store sales, resulting in a 7.5X return on ad spend.
return on ad spend
of purchasers were new customers
Reaching moms around the world
The first Mothercare store opened in Surrey, England, in 1961, and has since grown to more than 1,000 retail locations in more than 35 countries around the world. It recently partnered with marketing automation provider and Facebook Marketing Partner BIONIC.
Marrying ads with in-store sales
BIONIC wanted to help Mothercare marry its online advertising efforts with its in-store sales. In particular, Mothercare wanted to reach expectant mothers and acquire them as new customers.
With the launch of Facebook’s offline conversion API, and combined with our real-time EPOS integration, we brought all of the advantages of our automatic performance marketing to offline retailers. Enabling Mothercare to understand, influence and measure in-store sales with the same rigor that they brought to their online sales has been an exciting opportunity and we look forward to continue to innovate with them.
-Keith O’Reilly, Chief Product Officer, BIONIC
Strolling to in-store sales
BIONIC first integrated its automation software with Mothercare’s electronic point-of-sale system to help it reconcile in-store sales with its advertising efforts on both Facebook and Instagram.
The team developed a series of ads using the store visits objective, which delivers the ads to people most likely to visit and make a purchase at one of Mothercare’s physical retail locations. The ads featured warm, inviting images and ad copy that encouraged expectant mothers to visit the store for advice on everything from pushchairs to toys. A “Get Directions” call-to-action button then directed people to the Mothercare store nearest them.
To ensure it reached the right audience, BIONIC used Mothercare’s CRM to create a Custom Audience based on its customers’ life-stage and purchase history, as well as a Lookalike Audience that aimed to reach new expectant mothers. The team also targeted its ads to parents aged 22–45 and grandparents living near a Mothercare store.
Finally, BIONIC used Facebook’s Offline Conversions API to more accurately link and measure Mothercare’s in-store sales with its online ads. This not only enabled it to measure these offline conversions, but better optimize in-store purchases at the local and transactional level in real-time.
While physical stores are a cornerstone of Mothercare’s mission, online retailing has become increasingly important, and the ability to analyze and understand our online and in-store customers through BIONIC’s Facebook solution has made this particularly compelling. Retail stores will continue to be an important part of our business and, with BIONIC, we can marry the unique experience of a store with the data and optimization benefits of online to offline retail.
-Gary Kibble, Director of Global Brand Marketing, Mothercare
A sales-worthy success
With BIONIC, Mothercare not only reached expectant mothers, but successfully encouraged them to visit one of its many physical retail locations. The campaign, which ran April 27–May 18, 2017, also achieved:
- 7.5X return on ad spend
- 726 purchases
- 16% of purchasers were new customers