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Online visitors to offline stores: How a furniture chain increased sales by 200% with Yandex

Furniture production, sales, and delivery

www.mnogomebeli.com

MNOGO MEBELI chain of furniture stores

furniture salons1000

company founded2009

cities in Russia300

Period:

Tools used:

January 2016

Increase brand awareness during high season

› Yandex Home page› Portal Network №1 (RTB

Auction)› Yandex.Direct (Yandex

Advertising Network)› Yandex.Metrica

Attract maximum numbers of customers to retail stores across Russia

Objectives

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Every year, Russians welcome the New Year with about 10 days of federal holiday. For those who don’t go away, the New Year’s holidays are a popular time to get involved in home improvement projects.

In this WordStat graph, we can see interest in the keyword “диван купить” (buy a couch) grows exponentially starting on January 2.

The question for Yandex was: How can we attract the attention of this audience and motivate them to visit retail stores?

wordstat.yandex.ru

Opportunities in the New Year

Solution

Simultaneously attract users from the Yandex Advertising Network

Maintain interest (RTB banner)

Generate interest among non-TV Viewers (Home page banner)

Create a Yandex.Metrica goal to track conversions

Come up with a memorable promotionStep 1

Step 2

Step 3

Step 4

Step 5

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Step 1

Come up with a memorable promotion

The company developed an attractive campaign offering a “95% Discount”:Customers buying several pieces from the “Madrid” collection can purchase an additional sofa at a special price:990 ₽ instead of 20,000 ₽.

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Step 2

Create a Yandex.Metrica goal to track conversions

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mnogomebeli.com/about/salony metrika.yandex.ru

The company site functions less like an online store and more like a shop window where visitors can see what is offered without the possibility of placing an order. As a result, the main indicator of user interest was visiting the “Where to buy” page with addresses of Mnogo Mebeli furniture salons across Russian.

Visits to this specific page were set as a goal in Yandex.Metrica.

Step 3

Generate interest among non-TV Viewers (Home page banner)

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From January 4-10, the company ran TV ads while simultaneously serving a 728×90 banner on the Yandex Home page with “Light TV Viewers” targeting enabled.

Users apply this targeting to make sure that their ads are shown to users who watch less than 6 hours of TV a week*, thus maximizing audience coverage across different media. *Yandex determines the target group by analyzing online behavior using “Crypta” technology.

www.yandex.ru

Banner CTR

Step 4

Maintain interest (RTB banner)

To maintain the interest generated by the Home page banner, MnogoMebeli showed ads to users who had been interested* in furniture over the previous 28 days.

(Network Portal №1, impressions are sold in real time using RTB auctions.)

*Yandex determines the target group by analyzing online behavior using “Crypta” technology.

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news.yandex.ru

Step 5

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Eye-catching texts with prices, discounts, photos, sitelinks, and the last day of the sale were prepared for display on sites in the Yandex Advertising Network.

The “Weekly budget: maximum conversions” strategy was chosen as an automatic form of bid management.

news.yandex.ru

Simultaneously attract users from the Yandex Advertising Network

Results

Mnogo mebeli

Increasing brand recognition

After the launching of the ad campaign, branded search queries for the Mnogo Mebelibrand not only increased by nearly 50% compared to December, but also exceeded peak values from August 2014, during the so-called “high season.”

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Tracking interest in the brand

Competitor 1 Competitor 2 Competitor 3

Competitor 4 Competitor 5 Competitor 6 Competitor 7

Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2015 Feb Mar Apr May June Jul Aug Sep Oct Nov Dec 2016 Feb

Increase in conversions

The number of visits in which users viewed the “Where to buy” page grew by 350% in the first week(after falling the New Year’s holidays), and another 20% over the following week.

As a result, Mnogo Mebeliwas able to attract more visitors to their site in January than in August, September, and October.

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Goal: visit to contacts page

07.12 — 13.12 11.01 — 17.01

Sales were simply “on fire.” As a result of this ambitious campaign, sales in our retails stores this January were three times higher than last year.

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Aleksandra LevandovskayaHead specialist, online department“Mnogo Mebeli” factory group

Bonus: distribution of conversion by traffic sources

An interesting fact:This campaign was exceptional – the display banners brought almost 65% of conversions (in addition to increasing the number of direct visits to the site and “branded” search queries).

About 19% of users from YAN and about 15% of visitors from Yandex.Direct viewed the target “Where to buy” page.

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Conversion rate by traffic source

YAN Yandex.Direct

14,7%

18,7%

Conversions by traffic source

64,8%

32,2%