Omnichannel Strategy

Alain Afflelou

We led the omnichannel strategy and execution for the post-covid relaunch of the flagship store in Barcelona for French brand Alain Afflelou, a leader in the optical market. The strategy included both digital activations as well as hybrid actions on social networks and in the store itself. In line with the client’s brief and objectives, we also carried out complementary local PR work.

ProjectScope

Strategy

Design an action plan based on a phygital strategy (store and digital actions feeding each other).

Creativity

Respect the global brand identity while giving individuality to the store. To create a brand identity and a brand reference through a digital st

Media

Empower the digital profile on social networks and the web to attract collaboration and co-branding.

Data & Tech

Significant increase in in-store service bookings through activation of digital channels.

Objective

Through digital campaigns and co-branding activities, such as with Hard Rock Cafe Barcelona, our goal was to build brand awareness and reputation among the local population in Barcelona in order to increase loyalty and activate sporadic traffic (tourists).

Idea

Transforming the Alain Afflelou store at Portal de l’Angel into a reference optical store in Barcelona. Building a value proposition that highlights additional services and space that showcases not only the well-known brand in the local market, but also the premises themselves.

Implementation

High-resolution audio-visual materials for fairs, web, trade conventions were designed and executed.

Strategy

A global communication plan was designed around two key elements: digital activities and an organic content plan & POS activation, targeting identified local, tourist and seasonal demographics. Additionally, an influencer marketing plan was developed with high impact local profiles for the youth target to launch one of the brand/store lines.

A sales traffic increase of over 25% was achieved upon designing the phygital strategy, along with nearly 30% increment in lead generation for scheduling visits from social networks and website.

Credits

Client

Flagship Portal de L’Àngel (Barcelona), Alain Afflelou

Year

2022

Agency

Creative director

Jersen Pedrozo

Project and Strategy lead

Jordi Bordes

social media manager

Laura Hernández

PR & influencer marketing

Beth Prat