Europris to the final of Aller Best 2018

Like many retailers, Europris uses its marketing budget mainly in traditional channels such as inserts and DMs. Summer 2018 was a turning point when they tested content and advertising in Aller's digital channels.

In early summer, Europris had a large stock of bath toys. They had not been included in the main catalog, and now it was time to speed up sales.

- "Europris has had great success in traditional channels, so it is a big risk to allocate the budget to new channels. But we recommended content in Dagbladet and seher.no for the summer campaign," says Gøril Karlsen Thu, Commercial Partner Manager at Aller.

Aller Concept Store produced two articles for the bath toys.
The aim of the summer campaign was to increase sales and raise the profile of Europris' product range. The content was to engage and inspire readers, while at the same time making the bath toys a "talking point". Traffic drivers were full-screen ads, retargeting ads and "content inputs" on the front page of Dagbladet and seher.no. Data enrichment was also used, where Aller collected data on readers of the content articles to build target groups based on "twins".

100% increase in sales
- Europris quickly sold out its entire inventory of bath toys. The combination of warm weather and an effective media mix resulted in sales doubling from 2017. This meant we had to turn around midway through the campaign when we ran out of stock," says Thu.

Halfway through the campaign period, a new product came into focus - melamine tableware.
Again, two articles and associated advertising material were produced. This was also a success.

- The Melamine range saw a 28% increase in sales compared to last year. This is a good figure for a slightly more difficult category.

A full 70% read the entire case of bath toys. The corresponding figure for the melamine range was 60%.

Could have sold a lot more
- We are very pleased with the results. The heat came early and we were ready at just the right time. We were able to showcase breadth, joy through film, and something for big kids. We could have sold much, much more, but it's not easy to plan for here in Norway," says Ann-Karin Vollebæk, E-Marketing Manager at Europris.

- The collaboration was very good. When I got in touch and wanted to change the focus in recent weeks, there was nothing but positivity. We all made an effort on our own and found relevant products, photos and film, so Aller had the basis for a new article. It went really well and very smoothly," says Vollebæk.

The media agency In Sight has for several years previously tried to create a content case for Europris.
- Due to small digital budgets, it has not been done before, but this summer we were allocated funds to do a digital case. We have previously shown Europris' breadth in print media, but now we wanted to do it digitally where we can reach a younger target group and families with children. Then we can show Europris to new potential customers that we don't reach with e.g. DM. Digital can move goods! It is important for Europris to reach this target group in order to recruit new customers and familiarize the next generation with Europris. Showing different summer products with a playful appearance was important. Digital surfaces, including full screen, created impact," says Pål Nilsen of In-Sight.

- "The collaboration with Aller was excellent throughout the campaign when the sold-out situation arose in the middle of the campaign. This is something we can safely build on with other product groups and concepts," Nilsen concludes.

Read more about Europris here