Euromaster is a well-known auto service brand in Europe, trusted by both retail and business customers to maintain all kinds of vehicles – from cars to earth-movers – since its launch in 1991.
With 2,600 mobile units and nearly 2,500 owned and franchised stores across 17 European territories from Norway to Turkey, location is a key marketing focus for the company, and a compelling O2O (online-to-offline) marketing strategy is crucial for increasing footfall.
What Is Online-To-Offline – Why Is It Important For Retailers?
Like many other retailers who see high online search volumes but also have a significant physical presence, Euromaster wanted to improve its O2O conversion.
Simply put, O2O marketing is the art of converting online searches and browsing sessions to offline purchases, either via in-store visits or phone calls.
Research shows that this type of marketing – sometimes called “clicks-to-bricks” - is currently generating more impressive results than pure-play digital or offline strategies executed separately. While we tend to think that online shopping is on an ever-increasing curve, bricks-and-mortar shopping is still an important part of the purchase journey. In fact, nearly 70% of younger shoppers still opt to shop in store – even though they may first do their research online.
A recent study by The Altimeter Group and Cofactor also stresses that the experience of shopping in a physical store is crucial, and the idea of “local” is key to building an engaging, omnichannel marketing strategy.
However, the study also found that retailers faced serious impediments to implementing such strategies, with 28% of retailers not having access to the necessary technology, and 31% of retail businesses having limited access to tools or training.
What O2O Problems Were Euromaster Trying To Solve?
Until recently, one of Euromaster’s biggest challenges was using online traffic to drive footfall to local auto centers – the conversion of local searches to qualified leads, and the conversion of those leads to physical visits.
Factors which made this more difficult for Euromaster to overcome included different existing solutions that were in use across territories. In addition, another challenge was the need to provide a consistent brand experience across countries and regions – as well as across marketing channels.
Euromaster explored various options to resolve these issues, including an in-house custom-build solution, before choosing using BRIDGE’s SaaS (Software as a Service) platform.
The aims were simple:
- Unify the branding and customer experience across territories
- Empower regional managers to customize Local Pages to suit market-specific behaviors
- Drive more qualified leads from local traffic
- Convert more of those leads to in-store footfall at its auto centers, or to online purchases.
Gaetan Grediac, UX & Conversion Manager at Euromaster, explains that they selected the BRIDGE platform “for the incredibly simple and easy-to-use management and design”. In 2011, Euromaster deployed BRIDGE to 12 of its 17 territories.
What Features Were Provided By BRIDGE?
The BRIDGE platform provided Euromaster with:
- Secure, Cloud-based platform, tailored for online-to-offline conversion
- Consistent brand identity
- Decentralized CMS (Content Management System)
- Customizable, SEO-friendly Local Pages, aligned to brand guidelines but enabling regions to tailor local information and offers to their customers
- Customizable modules such as store locators and contact or appointment booking forms to generate more qualified leads
- Customer ratings specific to individual stores
- Ability for Facebook fans to locate their nearest auto centers directly from Facebook.
The local customization features were key for responding to differences in region-specific behavior. In Spain, for example, people preferred to call the auto center, so the regional team was able to use BRIDGE to implement call tracking.
Altogether, this created a consistent yet customizable platform to innovatively support Euromaster’s omnichannel marketing strategy.
“Through user rights and permissions, we can give regional managers access to all of their region's Local Pages, allowing them to ensure all pages are aligned with the Euromaster brand guidelines,” says Grediac. “Each individual auto center has the freedom to manage their Local Page directly. These permissions allow us to decentralize responsibilities without giving away full control.”
What Results Have Euromaster Experienced With BRIDGE?
Grediac says that Euromaster has seen clear results due to the BRIDGE platform, with most of the auto centers now appearing within the top few results on search engines in France, especially when location has formed part of the search. 60% of the local page traffic now comes from organic search, and annual traffic to Local Pages has risen by 160%.
This additional traffic has then seen better conversion through the appointment booking and price estimate modules on the Local Pages, while 20% of online visitors call an auto center.
The final result has been that nearly 16% of e-commerce revenues in some territories comes from the Local Pages generated by BRIDGE.
This case study shows how a cloud-based SaaS platform such as BRIDGE, designed to support a company’s O2O (Online-to-Offline) omnichannel strategy, can additionally:
- Help to unify brand experiences across different territories (and even franchises)
- Empower regional offices to customize the online experience for local behaviors
- Provide powerful lead generation and conversion tools
- Provide location-specific solutions and analytics
- Help boost online and offline revenues
The results include improved local traffic, more qualified leads, better conversion of the resulting online traffic to offline, and increased e-commerce revenues.
Where Can You Find Out More?
If you would like to understand more about how BRIDGE helped Euromaster with its online-to-offline strategy, you can download the Euromaster case study.