Cases
Project Title: Driving Success: How Migros Created 4,200+ New Routes to Stores via Yandex Navi
Challenge:Migros aimed to reach customers while they were on the move and direct them to its physical stores. The primary challenge was to bridge the gap between digital engagement and physical footfall, finding a way to intercept potential shoppers at the exact moment they were traveling near a store location.
Approach:To transform commuters into shoppers, Migros utilized Yandex Navi’s location-based advertising tools. The “Migros ile İyisin” (You’re good with Migros) campaign used a multi-layered tactical approach:Branded Pins: Displaying the Migros logo on the map to mark store locations. Route Recommendations: Suggesting alternative routes that pass by a Migros store before the user starts their journey. Search Menu Branding: Placing the Migros logo within search categories to stay top-of-mind. Premium Banners: Using high-impact digital billboards within the app to increase brand recall.
Partnering with SEM:The digital marketing agency SEM acted as the strategic architect of the campaign. They leveraged Yandex Navi’s advanced data analysis and AI-driven tools to target users based on their specific behaviors and frequent destinations. SEM’s expertise ensured that the creative formats were delivered at the right time and place, effectively turning navigation data into a measurable performance success.
Results:The collaboration yielded impressive results in both brand visibility and physical store traffic: 4,200+ specific routes were built directly to Migros stores. 25% overall conversion rate was achieved across all ad formats. The Search Menu Logo was the top performer with a 36% conversion rate, followed by Route Recommendations at 18% and Branded Pins at 11%. The campaign successfully strengthened Migros’s image as an accessible and “on-the-way” retailer while significantly boosting organic store visits.