CHALLENGE
- Increase conversion rate
- Attract high-spending shoppers to the mall
- Increase turnover and average purchase value
ABOUT
Aviapark is one of the biggest shopping malls in Russia with a total area of about 400,000 square meters. It hosts over 350 stores, 50 restaurants and 20 entertainment spots.
SOLUTION
Moscow is a top destination for domestic tourism, attracting 19.3 million Russian travelers in 2019 alone. For many, a trip to the capital is a synonym for shopping, often involving significant spending.
To target the right audience, we focused on users residing not just outside of Moscow but also in the Moscow region, as many suburban residents commute to the city for work or education. We also needed to identify tourists who were already in Moscow at the time. Based on these factors, we created a dynamic data segment that Beeline AdTech refreshed daily to ensure relevance.
The next step was launching a programmatic advertising campaign, targeting this audience with banners across Yandex SSP and Google AdX. To measure performance, we tracked the number of people who saw the ads and then visited Aviapark. 
ATTRACTING HIGH-SPENDERS FOR BLACK FRIDAY
In fall 2020, we once again leveraged Beeline AdTech data segments to drive affluent shoppers to Aviapark’s annual Black Friday sale. Black Friday traditionally sees a surge in both online and in-store sales, making it an ideal moment to test advance targeting setups and analyze their performance.
This time, instead of using geolocation, we focused on consumer spending habits. We targeted shoppers who typically spend $60 to $120 per month on fashion (clothing and footwear).
This audience was further divided into four sub-segments:
Spend over $120 per purchase, but only once per season
WHY THIS LEVEL OF SEGMENTATION?
Our goal was to uncover micro-insights on shopper behavior within each segment to refine future Aviapark campaigns, and we were successful in this quest.
While the overall trends were similar across all segments, certain groups performed significantly better. The Frequent Small Spenders, Seasonal Big Spenders, and One-Time High Spenders showed the highest conversion rates from ad impressions to mall visits, achieving a 6% conversion rate with the lowest customer acquisition cost.
Among them, the Frequent Small Spenders were the most responsive to advertising. They visited the mall 2.5 times more often than the control group and made 3.4 times more purchases. Their average purchase value was 1.3 times higher than the control group’s. This makes them a highly valuable audience, though with potentially lower brand loyalty.
Meanwhile, Moderate Monthly Shoppers had a lower conversion rate and a higher acquisition cost. However, once they did visit the mall, they were more likely to make a purchase and spent more per visit.
Our primary objective was to attract a high-spending audience. To achieve this, we focused on identifying new audience segments and leveraging partner data. Beeline AdTech’s insights allowed us to refine our audience targeting and accurately measure campaign performance.
Average purchase amount has grown. It means sales and revenue increased too. This was achieved by attracting new customers.
Conversion rate from ad impressions to mall visits, which is 2.3x higher than the control group.
Conversion rate from ad impressions to purchases, which is 3x higher than the control group.
For Aviapark’s offline retailers, this campaign was a major step forward in optimizing ad performance and measuring ROI. The results provided valuable benchmarks for refining future campaigns and maximizing returns from high-value shoppers.
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