work

Bose
Increasing the volume (of in-store sales)

Our mobile location strategy pushed Bose shoppers to their nearest store – and increased in-store revenue driven by search by 56%

Challenge

The quality of Bose audio products needs to be heard to be believed.

To drive sales, we needed to push people to its stores to experience its products first-hand.

Idea

Three core personas were searching for Bose on their mobiles: price-sensitive customers, premium-benefit-oriented customers, and traditional users.

So, we bid on location-related keywords and used geo-targeting to increase bids by 20% within a five-mile radius of Bose stores.

Ad extensions linked to the store locator on the Bose website and we added location extensions to display the nearest store address and a map.

We used Google Local Campaigns to brand Bose store locations in Google Maps alongside new products and offers.

By clicking on the Bose logo, consumers would see a call to action encouraging them to call, save, or get directions to a store.

Finally, we used remarketing lists for search ads and increased bids for people searching for speakers and wearables.

Results

Store visits driven by search increased by 50% YOY.

In-store revenue driven by search increased by 56% YOY.

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Converting clicks into revenue
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