Jumbo-Markt AG, based in Dietlikon, is a Swiss hardware store company. Jumbo runs 40 shops throughout Switzerland in combination with an online shop and therefore relies heavily on an omnichannel strategy. DEPT® has been supporting Jumbo in the areas of digital advertising and analytics since 2017. With the introduction of the Google Marketing Platform, Jumbo is focusing even more strongly on a data-based and user-centred approach.
As the weather goes…
The different seasons and weather conditions have a major influence on sales of the different product groups at Jumbo. As the weather conditions in Switzerland can vary greatly depending on the region, even within the same season, the relevance of the products varies accordingly.
In order to cater to the different needs of customers, the weather and the geographical location of customers should be taken into more consideration in the new campaign.
As a first step, Jumbo defined four different weather conditions that are relevant to users: Hot, dry, snow and frost. Product groups with corresponding products were created for each weather condition. As an additional benefit for users, Jumbo planned to display the weather forecast in their respective region in the banner.
No sooner said than done: the banner content is feed-based and dynamically adapted. Product and weather information as well as other dynamic content such as text and images are used for this. Depending on the region in Switzerland, different text modules can be used and displayed in German, French or Italian. The campaign is only activated where one of the four defined weather conditions applies. Otherwise the campaign is paused.
Campaign components
Weather
The four weather conditions were defined using historical weather data and weather forecasts for temperature and rainfall. The openweather API serves as a data source and provides findings from the last few days as well as forecasts for precipitation and temperature to determine the respective weather scenario.
Products
The product selection in the Google Merchant Centre is updated several times a day according to criteria such as product availability, priority rating, product categories and other features.
Geographical orientation
We have divided Switzerland into 350 regions (cities and municipalities) for the geographical orientation of the campaign and the retrieval of weather data. This means that the different climatic conditions in the country can be taken into account at all times.
What it has achieved
Based on the defined rules, individual advertising bookings are activated and paused through the Display & Video 360 API. The campaign is thus played out programmatically. The information from the data feeds defines the creative elements (see illustration above) and the banner is filled dynamically.
By using weather information for precisely defined geographic areas, the right people can be reached with the right products for the respective weather conditions. This creates awareness for seasonal products. And it works: the click-through rate increased by 152% compared to the standard campaign. In the summer months, over 8.5 million ad impressions were generated, which led to over 30 million weather forecasts.
What it has achieved
Based on the defined set of rules, the individual ad bookings are activated and paused via the Display & Video 360 API. The campaign is therefore played out programmatically. The information from the data feeds defines the creative elements (see illustration above) and the banner is filled dynamically.
By using weather information for precisely defined geographical areas, the right people can be reached with the right products for the respective weather conditions. This creates awareness for seasonal products. And it works: The click-through rate increased by 152% compared to the standard campaign. In the summer months, over 8.5 million ad impressions were generated, resulting in over 30 million weather forecasts.
Questions?
Head of GMP resellership
Amir Hermon
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