LIA Management Strategy Captures Surge in Demand Despite COVID-19

Interest in hobbies, such as musical instruments, surged during COVID across the U.S. A music retailer had to capture increased demand in its products and looked to capitalize on its strong local footprint in various cities across the country.

Amid significant budget cutbacks during the initial period of uncertainty, the retailer invested in LIAs to capture strong consumer demand, targeting customers who preferred the convenience of local pickup. Bids and budget allocations were guided by local market conditions, such as shelter-in-place orders. New features like curbside pickup were eagerly adopted to distinguish the client’s customer-friendly capabilities.

As with other omnichannel retailers, the client has been negatively impacted by store closures, which contribute the bulk of their revenue. However, by maximizing the opportunities to capture local demand, they have been able to generate a large  number of sales that could otherwise have gone elsewhere. YoY results have been tremendous: 7x revenue growth and 10x ROI improvement. In an environment where every dollar is precious, this has been a bright spot for their business.

Adlucent

Adlucent is the performance marketing agency that proves outperformance has no limit. Powered by our purpose-built platform, Deep Search™, Adlucent unifies the best of human and machine for a scientific approach to marketing. We work transparently in partnership with B2C and B2B retailers and brands to create custom, predictive programs that drive ever-better outcomes. Our services include paid search, shopping, social, retail media networks, display media, video, performance creative, consulting, and measurement. Headquartered in Austin, Texas, Adlucent is part of Advantage Solutions and ranked one of the top marketing companies in the U.S. by AdAge.