{"id":4795,"date":"2018-05-17T11:11:00","date_gmt":"2018-05-17T10:11:00","guid":{"rendered":"https:\/\/www.keyade.com\/agence\/?p=3037"},"modified":"2018-06-19T14:35:10","modified_gmt":"2018-06-19T13:35:10","slug":"castorama-teste-synergies-cross-canal-google-store-visits","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/castorama-teste-synergies-cross-canal-google-store-visits\/","title":{"rendered":"Castorama teste les synergies cross-canal avec Google Store Visits"},"content":{"rendered":"<p style=\"text-align: justify;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3039\" src=\"https:\/\/www.keyade.com\/agence\/wp-content\/uploads\/2018\/05\/castorama-google-store-visit.jpg\" alt=\"\" width=\"2414\" height=\"820\" \/><\/p>\n<p style=\"text-align: justify;\">Castorama est une marque du groupe Kingfisher, sp\u00e9cialis\u00e9e dans l\u2019am\u00e9lioration de la maison et du jardin. Avec un r\u00e9seau de distribution de 102 magasins en France, l\u2019enseigne attire pr\u00e8s de 52 millions de clients par an. Dans une approche cross-canal, Castorama souhaite mesurer l\u2019impact du digital sur son trafic en magasin. En SEA notamment, la question est de savoir si une surpression publicitaire (avec des co\u00fbts ma\u00eetris\u00e9s) apporterait plus de visiteurs en magasin\u00a0?<\/p>\n<p style=\"text-align: justify;\">Pendant 4 semaines, Castorama, Keyade, MEC et Google ont donc mis en place un test \u2018Google Store Visits\u2019 sur plusieurs magasins identifi\u00e9s comme appartenant \u00e0 une r\u00e9gion test. Apr\u00e8s duplication des campagnes de la r\u00e9gion-test (afin de conserver une campagne-\u00e9talon), des annonces ont \u00e9t\u00e9 retravaill\u00e9es avec des messages incitant \u00e0 la visite en magasin et les ench\u00e8res ont \u00e9t\u00e9 augment\u00e9es dans un rayon d\u2019une trentaine de kilom\u00e8tres pour chaque magasin.<\/p>\n<p style=\"text-align: justify;\">Concr\u00e8tement, Google Store Visits permet d\u2019associer une visite en magasin \u00e0 un clic SEA si l\u2019utilisateur clique sur une annonce SEA de Castorama tout en \u00e9tant connect\u00e9 \u00e0 un produit Google (navigateur Chrome connect\u00e9, Gmail, g\u00e9olocalisation Google Maps activ\u00e9e\u2026) puis qu\u2019il se rend en magasin dans les 30 jours. Par extrapolation, Google peut d\u00e9terminer le nombre de visites en magasin d\u00e9clench\u00e9es par les campagnes SEA, avec un indice de confiance de 99%.<\/p>\n<p style=\"text-align: justify;\">Pour ce test, l\u2019objectif de Castorama \u00e9tait de produire au moins 100\u00a0000 visites en magasin (d\u00e9clench\u00e9es par le SEA) tout en fixant un plafond de co\u00fbt par visite. A la fin du test, l\u2019objectif global est quasiment atteint,\u00a0avec un co\u00fbt par visite respect\u00e9. Florian Kallenbrunn, Responsable Webmarketing chez Castorama conclut\u00a0: \u00ab<em>\u00a0Ce test a \u00e9t\u00e9 tr\u00e8s int\u00e9ressant, nous observons qu\u2019une surpression publicitaire permet effectivement d\u2019obtenir plus de trafic en magasin, \u00e0 co\u00fbt ma\u00eetris\u00e9. Nous avons reproduit le test, avec d\u2019autres r\u00e9gions et continuons de tirer des apprentissages sur les synergies cross-canal\u00a0<\/em>\u00bb.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Castorama est une marque du groupe Kingfisher, sp\u00e9cialis\u00e9e dans l\u2019am\u00e9lioration de la maison et du jardin. Avec un r\u00e9seau de distribution de 102 magasins en France, l\u2019enseigne attire pr\u00e8s de 52 millions de clients par an. Dans une approche cross-canal, Castorama souhaite mesurer l\u2019impact du digital sur son trafic en magasin. En SEA notamment, la [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":4807,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[133,295],"tags":[113,331,177],"class_list":["post-4795","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sea","category-fil-actualite","tag-google","tag-online-to-store","tag-testlearn"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Castorama : synergies cross-canal avec Google Store Visit | Keyade<\/title>\n<meta name=\"description\" content=\"Au sein d&#039;une r\u00e9gion-test, Castorama mesure l&#039;impact de ses investissements online sur son trafic en magasin, avec un CPA ma\u00eetris\u00e9 et des objectifs atteints\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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