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From online to offline: Havan’s omnichannel strategy

Media & Tech

Department Stores

From online to offline: Havan’s omnichannel strategy

Client’s History:

Havan is one of the largest department store chains in Brazil. It has more than 120 megastores throughout Brazil, offering more than 100,000 national and imported products, wholesale and retail.

Results

1,729,503 ad impressions for physical stores

41,513 ad clicks for physical stores

13,000+ physical store visits generated in one month

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Objective

GhFly aimed to restructure Havan’s digital campaigns, using new technologies to increase the number of visits to physical stores, sales and average ticket.

Objective
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Challenge

Increase the return on offline sales of Havan stores, using digital campaigns and enrich the customer's consumption experience

Following the trends of multichannel retail, GhFly presented to Havan, at the end of 2017, the new multichannel technology from Google, which integrates the stock of physical stores with the stock of the online store.

Thus, being able to clearly demonstrate the impact and the possibility of developing digital strategies to improve results in physical stores.

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Strategic Solution

Google’s Multi-Channel Technology (LIA)

According to an article by BCG, the internet influences more than 50% of purchases made in physical stores by connected consumers. This means that consumption decisions no longer happen exclusively when people are inside the physical store with the product in their hands.

With so many sources of information available, the decision to buy is consolidated in different micro moments during the consumption journey.

And since the public lives an omnichannel life, it no longer makes sense for brands to create totally disconnected online and offline strategies. In fact, only with an integrated strategy will they be able to impact the consumer in each of these micro-moments until conversion. And this is the role of LIA (Local Inventory Ads) – a tool that allows the company, through digital advertisements, to indicate the availability of the product in the physical store closest to the potential customer.

Integrating physical store inventory with e-commerce

In partnership with Google, GhFly implemented Local Inventory Ads – LIA – in Havan’s multi-channel campaigns. Google’s new technology displays the availability of in-store products to users who search online, improving the omnichannel consumer experience for Havan customers.

In 1 month of work, GhFly helped Havan get more than 13 thousand visits in its physical stores through digital campaigns. For every 1 real invested in the strategy, GhFly generated 2 visits to Havan stores.

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Results

In partnership with Google, GhFly implemented Local Inventory Ads – LIA – in Havan’s multi-channel campaigns. Google’s new technology displays the availability of in-store products to users who search online, improving the omnichannel consumer experience for Havan customers.

In 1 month of work, GhFly helps Havan get more than 13 thousand visits in its physical stores through digital campaigns. For every 1 real invested in the strategy, GhFly generated 2 visits to Havan stores.

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Statements

We are proud to be one of the first companies in Latin America to use LIA. The increase in the flow of customers to physical stores was noticeable after the start of GhFly campaigns, strategically and aggressively. The partnership is a success! Every day we look for and create facilitators to inform our customers of the availability of products in our stores and their respective prices. We continue with the commitment to always deliver the best possible experience to our consumers and GhFly is our main ally in this challenge.

Jordan Hang

Jordan Hang

Gerente de Marketing | Havan

As Premier Partner of Google and one of the largest agencies in the country, GhFly has access to all Google Ads product launches. This allows us to test betas before the technologies are actually officially released onto the market. This was the case of LIA (Local Inventory Ads), which we used in the Havan account to carry out inventory integrations. Google made the tool available to us before the official launch and this enabled us to be pioneers in using the strategy in Latin America.

Sérgio Hneda

Sérgio Hneda

Head of Digital Strategies LATAM | GhFly