Major player in the custom-made decoration of windows (curtains and drapes), Heytens It relies on an extensive network of stores across Europe. To support in-store traffic, strengthen its local reputation and emerge against a dynamic competition, Heytens has partnered with the agency Performance Adviser in order to design, deploy and manage its cross-border and multi-local media strategy.
Designed as a true strategic partnership, this close monitoring initiated in 2024 is renewed every year thanks to the regularity of performance and the trust-based relationship established between the Heytens teams and the media buying experts at Performance Adviser.
In close collaboration with Heytens’ marketing teams, Performance Adviser structured a roadmap focused on three priorities:
– Generating qualified traffic in-store (Drive-to-Store) around the priority retail areas of the points of sale.
– Maximizing brand awareness and coverage by targeting precisely the owners and renovators within an ultra-localized geographical area.
– Ensuring a harmonized international network by developing a coherent, agile and effective strategy adapted to the specificities of each national market.
To address these challenges, the Performance Adviser teams developed a customized annual media plan, combining territorial anchoring power and precision of digital targeting:
International and Multi-Local Networking:
Simultaneous co-deployment of the strategy on 4 countries (France, Switzerland, Belgium, Luxembourg).
Planning and technical configuration by Performance Adviser around 17 stores targets, with a geographical breakdown down to the nearest kilometer to eliminate overlaps and optimize advertising pressure.
Physical & Digital Display (OOH / DOOH):
Rigorous selection by the agency of physical and large-format display networks near strategic axes and key commercial areas.
Agile activation of dynamic display (DOOH) to adjust messages in real time and capture the attention of pedestrian and car traffic during peak hours.
Mobile Display Ultra-Geolocation (Programmatic):
Organizing mobile display campaigns in Drive-to-Store mode with radius targeting around the Heytens stores.
Analysis and exploitation by Performance Adviser of location data (Location Data) and interest signals regarding interior decoration/design to reach the audience at the key moment of their purchasing journey.
The constant synergy between Heytens and Performance Adviser, as well as the continuous renewal of the annual media plan since 2024, testify to the success and strength of this collaboration:
Controlled international coverage: Fluid and centralized management by Performance Adviser, allowing for optimized distribution across the 4 target countries for all 17 stores in the network.
Complementarity of channels & efficiency: The coordinated effort by the agency between OOH/DOOH and mobile display has multiplied the useful touchpoints, ensuring maximum brand recall.
Budget optimization continues: A per thousand (CPM) cost that is rigorously negotiated and overseen by Performance Adviser, combined with direct attribution of traffic in-store, confirms the sustainable profitability of this cross-border approach.
