NFC technology in physical stores · Integrated Search and Display campaign · Over 1,500 checkout interactions · 30% of sales influenced by digital campaigns · 13% increase in customers impacted by digital
Kiehl’s, a L’Oréal brand with over 160 years of history specializing in skincare products, needed to measure the real impact of their digital campaigns on sales in their physical stores, where more than 90% of transactions take place.
A challenging context that became an opportunity to demonstrate the value of digital investment and optimize the media strategy.
Closing the customer journey loop.
A solution was needed to connect online actions with offline behavior to:
The brand decided to address this challenge by starting with the fundamentals of omnichannel measurement: implementing technology at the point of sale.
In collaboration with Google, Walmeric, and Ddibi, Kiehl’s implemented an innovative solution in their Madrid stores based on NFC (Near Field Communication) technology, which allowed them to record interactions at different points of the customer journey:
This technology, already used in transport passes and security systems, established a bridge between the digital and physical worlds.
Integrated campaign to validate the hypothesis
Together with the agency Making Science, a mid-funnel campaign was launched that included:
This approach allowed crossing online browsing data with physical in-store interactions, confirming whether the digitally impacted user had visited the store and made a purchase.
The implementation of this strategy allowed for the collection of more than 1,500 checkout interactions associated with a purchase, creating an audience database that the brand can activate at any time or use to find new similar consumers.
30% of sales directly influenced by the digital campaign were made in physical stores, sales that would traditionally not be attributed to the digital channel.
Additionally, 13% of in-store purchasers were directly impacted by the digital campaign.
This initiative has demonstrated that the omnichannel consumer is a measurable reality, with a clear impact of online actions on physical sales. It is essential to adapt the media and data strategy to this behavior to maximize ROI by impacts, not by isolated channels.
The physical store is confirmed as a key touchpoint and a valuable source of audience insights, allowing for a better understanding of consumers and adapting strategies to increase their lifetime value.
This integrated vision transforms the way brands understand, measure, and optimize their investment in digital media, recognizing its influence throughout the customer journey, regardless of the final conversion point.
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