Arillu
Leather bags and handbags, with 6 stores in Chisinau. A local promo strategy that drives people in-store through Google Maps.
Context
Arillu makes genuine leather bags and backpacks and has 6 physical stores in Chisinau. Marketing needs to bring people into the stores.
The challenge
Ads needed to drive in-store traffic, but the Google Maps pages were not set up.
What we decided
Local strategy: promos that send traffic to the Maps pages. Setting up Maps was the key blocker.
What we did
- ✓Audited and set up the Google Maps pages for all 6 locations
- ✓Local promo strategy on Meta Ads
Result
A clear local marketing direction and ~100 in-store sales from a single campaign, stopped only because stock ran out.
What you can apply to your business
Connect ads to your stores
At Arillu, marketing had to bring people into the stores, but the Google Maps pages were not set up. If you sell through physical locations, ads must send people where they can buy. Check every Maps profile: address, opening hours, and directions. A good ad loses strength if people cannot easily find the store.
Run clear local promotions
For Arillu, the direction was a local Meta Ads strategy, with promotions that sent people to the Maps pages. If you have stores, do not talk about the brand in general terms. Say what people can do now and where they need to go. Tie the offer to the location, so the path from the ad to the store visit is simple.
Prepare stock for demand
The Arillu campaign brought about 100 in-store sales and was stopped because stock ran out. If you run store promotions, check in advance which products you can support. Ads bring people in, but the experience breaks when the product is missing. Align the campaign with your stock, your store team, and your restocking speed.
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