From online marketing to in-store sales
Thanks to digital marketing, most customers already know what they want to buy before even entering a store. But are retailers underestimating the power of digital marketing on shopping behaviours? How can retailers take advantage of the digital influence factor in the consumer journey? These questions will be answered by the EU-funded AD-TO-STORE project. It is developing the first ad-to-store affiliate network that can track in-store purchases generated by advertising at article level, in a scalable cloud environment. The project be a single marketplace (concentration of ad space), enabling access to programmatic display, pay-per-sale and search retargeting throughout a reduced management fee. Bottom line: digital and in-store experiences should not be considered separately.
Fields of science
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