Challenge:

The Container Store opens an average of 3-6 new stores per year. As a new online advertiser, The Container Store wanted a way to market directly to consumers in their stores’ geographic locations with tailored messaging, in addition to their national messaging.

Results:

Locally targeted campaigns drove 72% higher interaction then national campaigns
  • The interaction rate for the geo-targeted campaign proved to be 72% higher than the nationally targeted campaign. These results proved increased offline traffic generation.
  • The campaign produced an 8 to 1 online Return on Investment.

Strategy:

In order to run a separate, more tailored and targeted campaign around the launch of The Container Store’s newest location, Range employed geo-targeting in Google. Google had proven a successful engine in the past, driving more than three-fourths of The Container Store’s search traffic. A geo-targeted campaign was launched with branded keywords in the St. Louis DMA. Messaging focused on:

  • The unique philanthropic donation made to a local charity on Grand Opening Weekend
  • The ‘Grand Opening’ messaging of the new store
  • Informing searchers of the benefit of shopping in the store

Local

Container Store

"Multi-channel merchants must constantly strive to find their customers on their purchase path. By closely targeting our consumers geographically in conjunction with store openings, we are driving traffic both online and in the stores."

Melissa Collins, Senior Director of Creative and Online Marketing

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