Carmila digitalizes its shopping malls’ coupons communication strategy leveraging ARMIS technologies
Paris, September 27, 2017 – ARMIS enables physical retailers to use local advertising at scale with an AI-powered platform called “Multilocal Advertising”. The technology allows shops to grow in-store traffic leveraging digital media and therefore compete efficiently with the likes of Amazon. It combines geolocation, programmatic buying and machine learning.
Founded by Carrefour, Carmila is the 3rd largest commercial real-estate company in Europe and manages more than 200 shopping malls.
Context : Amplify the shopping malls’ promotional offers communication strategy
Every year, Carmila’s shopping malls send paper checkbooks of coupons to consumers’ physical mailboxes. The checkbook has lots of offers on many of the retailters inside the mall.
Carmila was seeking to reduce the cost per contact and optimize its targeting. ARMIS helped to amplify the messages on digital media nearby each mall. The first tests were conducted with the shopping malls of Cité Europe (Calais, France) and Carrefour Bourges (Bourges, France)
How it works : Coupons are transformed into ads for all retailers inside the shopping mall
Each coupon was transformed into a geo-targeted ad that can be seen only by consumers in a 30km radius around the shopping mall. ARMIS Mutilocal Advertising technology displays the most relevant ads around each mall. Consumers nearby the malls are reached by the ads while they are navigating on their Desktop, Mobile or Tablet device.Consumers nearby the shopping malls are exposed to co-branded messages with the shopping mall and the offer of the retailer.
There are three types of ads : Google AdWords, Facebook Ads, Display Ads on websites via AppNexus. The ads contain the name of the nearest shopping mall to the internet user.
The Multilocal Ad Artifical Intelligence selects the right message to be delivered to the right client, at the right time, at the right place. The optimization is computed on several dimensions including offer, channel, ad format, device, time of the day.
When they click on the ads, consumers land on the offer’s page in the shopping mall’s website. They can find there additional information and view all offerings available.
Results : Cost of contact divided by 8
With only 7% of the paper coupons budget, 60% of the targeted audience was reached. The checkbooks of coupons is usually sent to 250 000 people nearby the mall.
« We are continuously seeking innovative communication strategies to increase interest at the local level for retailers inside our shopping mall that could complement their own national marketing plans. The coupons checkbook is an event that our clients appreciate» said Anne-Laure Joumas, Marketing & Innovation Director, Carmila
« The ARMIS solution creates additional exposure of our classic coupon checkbook operation. It catches precisely the targeted audience that is the most likely to match with our offerings, and therefore increase traffic in our malls’ websites, in a web-to-store approach. This mechanism has two major benefits : it can industrialize ad creation on Google, Facebook and Display for all our coupons, and optimize locally the best offer for the right client, at the right time, at the right place» said Quentin Jona Digital Director, Carmila
« We are delighted to see that our technology can be leveraged by the commercial real-estate industry and start with a leading company like Carmila. Our solution fits indeed perfectly wth shopping malls’ local commercial needs» declared David Baranes & Dan Gomplewicz, co-founders of ARMIS.
Founded in 2016, ARMIS enables physical retailers to use local advertising at scale with an AI-powered platform called “Multilocal Advertising”. The technology allows shops to grow in-store traffic leveraging digital media and therefore compete efficiently with the likes of Amazon. It combines geolocation, programmatic buying and big data & machine learning.
Based in Paris, ARMIS is born from the mix of expertise in adtech and retail from David Baranes, ex Vice-President Market Development at AppNexus, the world’s largest independent adtech company, and Dan Gomplewicz, ex Director of Strategy & Innovation at E.Leclerc, France’s largest retailer.
More information at www.armis.tech
Carmila was created in April 2014 by Carrefour and large institutional investors in order to value shopping malls built around Carrefor shops in France, Spain and Italy. Its portfolio included as of Decembre 31, 2016, 194 shopping malls in France, Spain and Italy, which are in most cases the leaders in their areas. Carmila develops innovative local marketing solutions to grow each property’s ability to attrach traffic.
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