Snappy Logo

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of visitors linked to new customers, continuous month on month growth of website visitors

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average monthly sales increase from launch to campaign end

Challenge

The challenge was to launch a building supplies concept owned by Fletcher Building called Snappy. Snappy is an online store with the purpose of delivering trade quality hardware at trade prices, to tradies, in under 2 hours, designed as the David to the legacy Goliaths of the building supplies market (such as Bunnings and Mitre 10).

Solution

Our strategic approach was centered around intercepting tradesmen - we used mobile data to do this.
We worked with Big Mobile to extract mobile data that identified people shopping at hardware and DIY stores (e.g. ITM, Placemakers, Bunnings, and Mitre 10).

We then added qualifiers to the data to improve targeting by delineating between tradie and DIYer: 10 or more visits to a building supplier within a month to qualify as a tradie. We then used this data to inform media placement.

For example site selected bus shelter posters in areas tradies were frequenting defined by geo location data, and digital prospecting and radio activity targeting tradies prior to the most common top up shopping time periods identified within the data

Result

Continuous month on month growth of website visitors and sales, with over 70% of visitors linked to new customers.
ROI of $1.2:1

dentsu

Part of dentsu international, dentsu New Zealand helps clients to win, keep and grow their best customers and achieve meaningful progress for their businesses. With best-in-class services and solutions in media, CXM, and creative, dentsu international operates in over 145 markets worldwide with more than 46,000 dedicated specialists.