📞 (02) 8412 3600

CASE STUDY


Miele

Bench Media closes the loop between Miele’s online ads and in-store traction.

Miele - Case Study - Bench Media

Bench Media increases Miele’s in-store retail activity from programmatic advertising

Read how Bench Media’s programmatic activity for Miele saw a measured increase in in-store retail walk-ins

2m30s

The optimal minimum time on site to drive people to store

3X

Seeing a Miele ad 3 times was the most successful in driving a user to a store

PC

Lower cost-per-footfall for higher income postcodes (PC), allowing us to optimise for select postcodes which drove more foot traffic and sales in Miele stores

GOAL

Bench developed a multi-channel, data-driven campaign identifying potential buyer audiences online.

BACKGROUND

Miele are a global leader in the supply of premium household appliances for kitchens, laundry and floorcare. With stores and experiences nationally, Miele have a strong foothold in the Australian market.

Miele engaged the services of Bench Media to develop digital strategies to drive incremental sales – with measurement and attribution in mind. The aim was to push high quality traffic to their website through the use of scalable and accurate targeting. From there, we would measure the increase in audiences attending Miele’s physical stores.

GOAL

  • To drive consumers to Miele’s website and engage with their product content. Bench Media executed a sequential retargeting strategy whereby users were grouped into different categories based on the actions taken on the website.
  • To drive consumers into physical stores – either a Miele retailer’s store or the Miele ‘experience centres’ in all states nationally.
  • Bench Media used footfall measurement and measured the movement from users who were exposed to an online ad.
  • Bench Media developed a digital campaign targeting in-market audiences online, using retargeting and sequential marketing to encourage them to a store visit.

CAMPAIGN MILESTONES

  • Bench Media found that those exposed to a Miele programmatic ad spent twice as long in a Miele store than other competitor stores. Higher dwell time in Miele in store drives an increase propensity for an in store sale.
  • Bench Media optimised site activity to ensure website viewers remained sticky on site – 2 minutes and 30 seconds on site would be the optimum time for a site visitor to drive them to store. They would, on average, have to see the ad 3 times in order to be driven to store.
  • We found lower cost per footfall for higher income postcodes, allowing us to optimise towards postcodes which drove more foot traffic and sales in Miele stores.
Close
SHAI LUFT - CHIEF OPERATING OFFICER Meet Shai Luft, a senior marketing executive with a proven track record of delivering results for Australia’s largest ASX200-listed companies

Chief Operating Officer

Shai Luft

Meet Shai Luft, a senior marketing executive with a proven track record of delivering results for Australia’s largest ASX200-listed companies. Despite his success, Shai was frustrated by the amount of red tape and bureaucracy that held back marketing innovation. That’s why he co-founded Bench in 2012. As the driving force behind Bench’s operations, Shai is committed to empower marketers with the agility and control they need to achieve their best results.

Close
ORI GOLD - CHIEF EXECUTIVE OFFICER An ad tech and martech expert. Driven by the frustration of everyday marketers facing a lack of control and accessibility, Ori co-founded Bench in 2012 to revolutionise the digital advertising landscape.

Chief Executive Officer

Ori Gold

Meet Ori Gold, an ad tech and martech expert. Driven by the frustration of everyday marketers facing a lack of control and accessibility, Ori co-founded Bench in 2012 to revolutionise the digital advertising landscape. Heading the talented and forward-thinking team at Bench, Ori is the driving force behind the company’s strategic and product vision. Thanks to Ori’s leadership, Bench has become one of the most respected and successful digital agencies in Australia.

Close
GENERAL MANAGER LIAM GARRATT Meet Liam Garratt, the creative mind behind Bench’s top-notch products and services. With a career in digital media spanning over a decade, Liam has made a name for himself as a leader in the industry.

General Manager

Liam Garratt

Meet Liam Garratt, the creative mind behind Bench’s top-notch products and services. With a career in digital media spanning over a decade, Liam has made a name for himself as a leader in the industry. He got his start in 2011 working for UK-based programmatic platform Crimtan, where he played a key role in launching the company’s Australian office. In 2017, Liam brought his expertise to Bench, where he now leads the Product & Services functions. Liam is passionate about delivering only the highest quality products and services to Bench’s clients. His commitment to excellence is the foundation of Bench’s stellar reputation.

Close
VP OF GROWTH ANTHONY FARGEOT Meet Anthony Fargeot, the pioneer behind Bench’s growth and success. Joining Bench in its infancy in 2013, Anthony’s experience with high-growth start-ups gave him the skills to help Bench become one of the most successful digital agencies in Australia.

VP of Growth

Anthony Fargeot

Meet Anthony Fargeot, the pioneer behind Bench’s growth and success. Joining Bench in its infancy in 2013, Anthony’s experience with high-growth start-ups gave him the skills to help Bench become one of the most successful digital agencies in Australia. As Head of Client Services and then Director of Operations, Anthony led Bench through its highest growth period. Today, as VP of Growth, Anthony uses his creative thinking and strategic insights to always look for new and innovative ways to help Bench stay ahead of the curve in a rapidly changing digital landscape.

Close