By using Google Analytics to measure online-to-offline purchase behaviour, Petit Bateau was able to better understand the impact of online marketing on in-store sales and use the data to recalculate AdWords return on ad spend—which proved to be 6X higher with in-store sales incorporated.
Taking in-store transactions into consideration in this way enables Petit Bateau to optimise its digital marketing programs, make more informed decisions around media budget allocation, and design better experiences for consumers moving between digital and physical shopping environments.
With agency support from NetBooster, Petit Bateau has been shifting budgets from offline to online marketing, with a significant focus on driving new customers through generic search terms. The company increased investment on Google Search by 60% year over year, mainly financed by the communications team. It also increased mobile bids by 20%. As a result, the mobile share of its search budget reached 43%, which is above the share of mobile traffic. Meanwhile, internal communications are helping store teams understand digital's role in the customer journey and to appreciate the importance of encouraging digital shopping, browsing, comparing, and buying.