National Consumer Online Sales Promotion
JCPenney
CHALLENGE:
Develop a sales promotion to drive and convert web traffic into retail foot traffic. Provide meaningful and measurable campaign analytics to prove it.
SOLUTION:
Begin with a pilot program, identifying JCPenney's top 15 markets by sales volume. Develop highly targeted Pay-Per-Click and Display media campaigns to drive qualified web traffic to the JCPenney Optical/Transitions landing page. The program, conceived and developed by resource partner Tim Flint, includes PPC marketing, display media buying, banner ad creative/promotion testing, landing page optimization, monthly reporting and analysis.
RESULT:
The program produced more than 33,000 visitors to the JCPenney Optical website, beating initial projections by 3,000 visitors or 10%. Two specific conversion points were measured: searches for JCPenney Optical store and the number of visitors who printed out the promotion coupon. The results: 2,430 printed coupons with an average conversion rate of 10.50% for PPC campaigns and 4.0% for banner ads, both well above industry averages of 2-3% for PPC campaigns and 1-2% for online banner advertising. There were a total of 3,705 JCPenney Optical store searches completed over the two-month promotion period. PPC store searches converted at a categorically impressive 20.61% and display media at 2.61%. The bottom line - the campaign outperformed client expectations leading to a roll-out of the pilot program into a full bore national campaign in 2010.