DIGITAL PROSPECTS EXTENSION LEADS TO SUCCESSFUL SALES UPLIFT OF 16% FOR PAGRO
30 July 2024
PAGRO is an Austrian specialty retailer with around 150 stores and is part of the MTH Retail Group. It offers over 10,000 products for office, school, household, and craft supplies. Its target audience includes both private and business customers. In addition to its brick-and-mortar stores, PAGRO also operates an online shop.
SALES UPLIFT
+ 16%
in stores
+ 27%
in the online shop
+ 68%
for seasonal hero products
GOAL
Sales boost at Easter time
Boost brand awareness among the target group of women and mothers aged 28 and over, and raise awareness of the product range.
Engage with potential customers before they plan their shopping trip and enter the store during the busy Easter period.
Showcase the PAGRO product range digitally throughout Austria in the best possible way using an appealing variety of formats.
STRATEGY
New format choice with guaranteed maximum impact
The digital campaign extended the classic brochure into the digital shopper world – combined with an automated, daily updated product data feed.
The campaign was rolled out via META apps (Facebook & Instagram) and the Shopper Network.
Precise targeting based on user behavior was used to implement a two-phase, four-week campaign:
Phase 1 (14 days): Focus on digital flyers in shopping and brochure apps.
Phase 2 (11 days): Reach boost through automated feed formats with 130 product highlights.
An A/B test compared moving image formats with static formats, supplemented by Drive2Store ads with map integration to the nearest PAGRO store. Ongoing performance tracking and dynamic budget allocation ensured maximum efficiency.
RESULTS
Significant uplift in sales compared to the previous year’s Easter business
The campaign showed strong results: +16% sales uplift in stores, +27% in the online shop, and +68% for the seasonal hero product.
The Drive to Store strategy—digital brochures combined with interactive product feeds on META and in the Shopper Network—proved successful.
With a 65% browse rate and 1.1 million impressions in 14 days, it attracted a high level of attention.
A/B testing showed that static formats led to more clicks in the shop, while animated ads resulted in longer dwell times and a stronger brand impact.
“The combination of a digital brochure with an interactive product feed has proven to be very successful and the increase in sales compared to the previous year is clear to see. With the help of the advertising media testing, we have gained valuable insights into our target group, know which formats work well and are looking forward to tackling future campaigns with Shopfully’s advertising contacts. Ulrike Kittinger, Managing Director,
PAGRO
“With PAGRO, we were able to show how innovative digital formats can specifically support brick-and-mortar retail. Close coordination with the PAGRO team made it possible to implement a campaign that delivers measurable results and reaches customers exactly where they make their purchasing decisions.” Alexandra Aichholzer, Country Manager Austria, Shopfully
