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Turning a store opening into a marketing opportunity: the cross-media, regional and efficient way to boost in-store footfall
Tchibo

“We’re back!” How did Tchibo draw attention to the re-opening of its modernized branch at Aarau railway station and attract as many people as possible to the shop? By using a cross-media campaign and a regional focus to publicize the event to specific target groups. The combined online and offline channels from Post Advertising’s advertising inventory made the occasion a complete success.

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A woman holds a cup of coffee in the camera (with a yellow design element above)

Highly impressive results

13,663

PromoPost Tabs sent
141 091

ad impressions and 206 clicks on sbb.ch
10,404

ad impressions at ticket machines
185%

more sales receipts during the campaign

Our approach

The aim was to raise awareness of the re-opening of the Tchibo branch in Aarau and to increase footfall. The company carried out a targeted marketing campaign to do this in the region. The target group comprised people travelling to and from Aarau railway station as well as people living or working in the area.

In collaboration with Post Advertising, a PromoPost Tab containing a voucher for a 25 percent introductory discount was sent to households in a five-kilometre radius around Aarau station. Display ads targeting users travelling to or from Aarau were shown at sbb.ch and in the SBB app at the same time. Ads were also displayed at six ticket machines at Aarau station and on digital out-of-home screens around the station.

And the campaign was supplemented with search engine and display advertising as well as organic social media posts on Tchibo's own channels. A teaser in the Tchibo newsletter rounded off the advertising measures.

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The combination of online and offline channels meant that the advertising reached our target group multiple times and in different settings, allowing our message to be more easily remembered.
Christina Stoffels, Director of E-Commerce, Marketing & Communication, Tchibo (Switzerland) AG