Babyshop embraces showrooming
Stig Helle
Objectives of the campaign
Babyshop's objectives to engage mothers were:
Digital Communication Objective: Maintain an ROI of at least 2.
Marketing Objectives: Drive traffic to physical and online stores through good deals, inspiration and differentiation from competitors.
Business Objective: Increase customers by 15% and revenue by 23%.
Insight: The marketing challenge and brand insight
"Showrooming" is the practice of checking out a product in a store with helpful staff and excellent customer service - and then buying it cheaper online!
Babyshop, a leading baby retailer in Norway, has helpful staff and excellent customer service, so...