LUDING: 36,500 attributed store purchases through Yandex Direct

Context

LUDING is a major Russian beverage company. This project used a catalogue and price-comparison showcase to attract customers to physical stores. Customers compared local offers, chose a store and completed the purchase there

I worked with LUDING in-house before founding WEBNOSTRA. The company later became the agency’s first major client. The results below cover the published 2.5-year measurement period

What we built

Catalogue infrastructure. The showcase contained more than 15,000 SKUs, automatic store-price updates and a city filter. Analytics connected the showcase visit, store referral and purchase

Category-specific campaigns. Wine, whisky, cognac, vodka and rum, beer, and sparkling wine had separate campaign economics. The source reports wine customer lifetime value 2.5 times that of whisky, which informed remarketing allocation

Search and remarketing. Brand and category search campaigns were combined with Yandex network placements and remarketing for people who had viewed products. Loyalty-programme identifiers linked offline purchases to advertising

Results over 2.5 years

• 47.4M₽ cumulative advertising spend
• 36,500 attributed purchases
• 1,299₽ average cost per order
• 210M₽ attributed offline revenue
• 4.4x revenue-to-ad-spend ROAS

The source reports cost per order below 1,000₽ in the last six months of that measurement period. The campaign was reviewed by category, city and creative performance

These figures describe purchases in physical stores. For the commercial approach, see e-commerce marketing and analytics and offline conversions