Increase effectiveness of POS.
Different level of protection appeals to different audiences.
Trials to prove effectiveness of tailoring messaging to key audiences.
ROI delivered in less than 2-week period. Rate of sale increased between 5% – 11%
SYMANTEC NEEDED TO BETTER COMMUNICATE AND CONNECT WITH TWO DIFFERENT AUDIENCES “MOBILE SINGLES” AND ‘FAMILY” ACROSS THEIR EUROPEAN RETAIL PARTNERS.
RETAIL MARKETING INSIGHT:
Each particular group have their own need state, this meant developing messaging that focused on maximising risk free for “Family” groups and protecting your digital life and identity for “Mobile Singles”.
Targeted creative for each audience / level of protection.
The final test included four creative routes:
1 x Family First
1 x Category led
2 x Mobile Singles
Different POS creative was trialled across 40 stores for an eight-week period. EPOS sales data was used to measure success against a control group of stores