Why a web-to-store strategy?
Between 2011 and 2012, Fiat's sales increased by 120% in the United States. This was the result of a well-thought-out and well-executed web-to-store strategy.
Searching for a way to boost its sales in the land of Uncle Sam, particularly for the famed Fiat 500, the Italian auto giant decided to launch an ambitious campaign to buy key words on Google. Their goal? To increase sales by improving the brand's positioning in consumers' minds.
Looking for a small high-quality car
The main part of Fiat's strategy consisted in buying sponsored links on Google each time Internet users typed in not only "Fiat 500" but also "small car".
The results of this campaign? In one year:
- The "unaided awareness" score - which reflects brand knowledge - increased from 11% to 22.5% with the US public.
- The "top of mind awareness" score - or the percentage of the public that cites the brand first when asked to name car brands - tripled (from 3% to 9%).
- Fiat's sales increased by 120%.
This is further proof that good online presence is the best way to get new customers to push open the doors of your points of sale!