Somfy boosts sales performance with a dynamic
multichannel strategy
General Context
Maximizing somfy sales during key promotional periods
Sales periods are pivotal for home improvement projects, with customers eagerly awaiting these moments to renovate their living spaces. For Somfy France, these sales periods—winter sales, Somfy Days, French Days, summer sales, and Black Friday—present critical opportunities to drive engagement and revenue.
In 2024, Somfy focused on two key sales windows, winter and summer, to elevate brand awareness, attract potential buyers, and increase sales through a carefully crafted multichannel strategy.
Client Objective
What were the targets for these campaigns?
The primary goal was to boost sales value during promotional campaigns in France. To achieve this, Somfy aimed to:
- drive traffic: utilise targeted social media campaigns to generate audience segments for future remarketing efforts.
- achieve sales targets for Winter and Summer Sales
blue2purple approach
Optimizing Reach: the blue2purple approach to media allocation
Optimizing media allocation for maximum reach
A balanced media allocation strategy was critical to maximizing reach and impact:
- Google Ads: focused on core products, utilising responsive search ads and Performance Max campaigns.
- Microsoft ads: targeted ads for specific products, leveraging responsive search ad groups to cover a wide audience.
- Social media: deployed generic ads, immersive formats like catalogues, and retargeting campaigns, with a special push for winter sale items such as connected thermostats.
Strategic insights from cross channel strategy:
The synergy across channels and a dynamic approach ensured the strategy remained agile and effective:
- Cross-channel integration: combining traffic from Google and Microsoft Ads with social media retargeting campaigns delivered high conversion rates and efficient budget use.
- Adaptive strategy: utilising multiple ad formats and platforms allowed the campaign to flexibly adapt to market shifts and consumer behaviour, driving optimal results during both winter and summer sales periods.
Technical keypoints to highlight in a cross channel strategy
- Advanced targeting: leveraged sophisticated data analytics to pinpoint and engage high-potential consumer segments.
- Flexible budget allocation: real-time monitoring and adjustment of budget allocation to maximise performance.
- Unified multichannel approach: ensured a seamless customer journey from awareness to purchase across platforms.
Results
Maximizing returns with reduced budgets: Key gains from winter and summer sales 2024
Campaign performance overview:
Both the winter and summer sales campaigns outperformed expectations, with significant gains across key metrics:
Winter sales (10/01 – 06/02 2024): despite a 31.9% reduction in budget compared to 2023:
Sales
+26.67% YoY
ROAS
18.47 (+86.01% YoY)
Summer sales (26/06 – 23/07 2024): even with a 15.6% lower budget year-on-year:
Sales
+64.18% YoY
ROAS
20.79 (+94.52% YoY)
Key takeaway:
Significant improvements in ROAS across both campaigns highlight effective budget management and strategic execution.
