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Challenge

Increase effectiveness of POS.

Insight

Different level of protection appeals to different audiences.

Solution

Trials to prove effectiveness of tailoring messaging to key audiences.

Results

ROI delivered in less than 2 week period. Rate of sale increased between 5% - 11%

Symantec needed to better communicate and connect with two different audiences “Mobile Singles” and ‘Family” across their European retail partners.

RETAIL MARKETING INSIGHT:

Each particular groups have their own need state, this meant developing messaging that focused on maximising risk free for “Family” groups and protecting your digital life and identity for “Mobile Singles”.

THE SOLUTION:

Targeted creative for each audience / level of protection.

The final test included four creative routes:
1 x Family First
1 x Category led
2 x Mobile Singles

Different POS creative was trialed across 40 stores for an eight week period. EPOS sales data was used to measure success against a control group of stores