Attract – retain – encourage a purchase
It’s the afternoon, the end of the working day is approaching, and the typical question pops into your head: What shall I make for the family’s dinner? Or perhaps you’ve invited friends round, but you’ve already tried every spread at least a hundred times. And it is precisely at such a moment that they should think of Gustoacademy.cz, where in just a few minutes they can find inspiration for what to cook, find out how to do it, and with a single click print out or email a shopping list. On the way home, they pop into BILLA and the problem is solved. Ideally, he’ll do this regularly, because the portal is designed so that customers are happy to return to it and can always find an answer to the everyday problem of what to cook.
We created the portal for BILLA in collaboration with the MarketUp agency. We were responsible for the technical and graphic design aspects. Our task was to develop a user-friendly and practical solution that customers would find worthwhile to use regularly. It becomes a fun “toy” for end users and an effective marketing tool for the client, delivering business results.
Well-thought-out features form a seamless whole
We helped design the portal so that its structure and technical aspects support business objectives. It offers, for example:
- the option to download a recipe directly to a mobile phone, print it or send it via email
- tracking of discount codes and the ability to measure the reach of marketing campaigns right through to the final purchase in-store
- the ability to track the use of discount campaigns by BILLA Bonus Club membership
- linking ingredients directly to the recipes in which they are used. For BILLA, this primarily means increased sales of its own private labels
- Generation of recipes based on ingredients the customer already has at home and simply needs to top up
- Regular synchronisation of BILLA products (in-house corporate brands) and daily import of new products; new products are imported daily.
- displaying banners and leaflets to promote private labels
- creating a unique online product database containing thousands of items, including ingredients and usage tips
We measure, measure, measure
BILLA supports the Gustoacademy project with extensive advertising on TV, in print and across online media. The return on this costly investment therefore needs to be monitored according to precisely defined parameters.
In the first few months since launch, we have achieved results together that we can be proud of. Both the client and us.
- The average monthly number of website visits is over 100,000 users.
- 25% of all website visitors scroll to the bottom of the page.
- The conversion rate for the “add ingredient to shopping list” category is 0.3%.
- More than 5% of all website users spend over 10 minutes on the site and view more than one recipe.
- Around 5% of users download a discount voucher for a specific product they are viewing.
“You recognise a good agency not only by its results, but also when a more complex situation arises. With AITOM, we faced this trial by fire on this project. I had to commend them for facing it head-on; they called straight away, discussed it with me and came up with a contingency plan. The project now generates 100,000 visits a month for us. The collaboration is going brilliantly, and we plan to expand the project further so that it brings even more real customers to our branches.”
David Pála
Marketing Manager – BILLA Digital & Loyalty Club
Would you like to discuss your online project with us too? Come and have a chat with us – we look forward to seeing you.