Objectives

• Maurices was looking to get a full picture of the impact of their digital marketing

• The performance marketing team wanted to understand the effect that Facebook/Instagram marketing could have on their brick & mortar foot traffic and sales during their peak sales period

• The integrations were aimed at answering the question: how can the digital marketing team support both ecommerce and store year over year growth goals? 

Strategy and Execution

Maurices/Tinuiti/Allant worked with Facebook’s engineers to connect Maurices POS system with Facebook’s Offline Sales API (so that Facebook could attribute in-store sales back to campaigns)

• Simultaneously Maurices/Tinuiti ensured that all store opening hours, M, & WiFi networks were up-to-date within Facebook (to allow us to measure foot-traffic to Maurice’s 900+ stores)

• Tinuiti constructed a dual messaging approach & targeting strategy for eCommerce and In-Store campaigns

Results

• Exceeded December stretch revenue goal by 156%; exceeded November stretch revenue goal by 106%; exceeded October stretch revenue goal by 118%

• Led Maurices to their biggest day of digital sales ever on Cyber Monday 

• Return on Ad Spend was 170% higher when integrating a dual online+offline messaging approach:

  • Website only ROAS: 8.60x;  

  • Website+Offline ROAS: 14.6x  

Media