Case Study: National Hardware Store Drives Visits from Loyal Customers with Addressable Geo-Fencing from Simpli.fi
Brand Overview
• National hardware store brand with a single focus on a local store in a Denver suburb
• Sought to reach loyal customers with its first-party shopper data
• Wanted to increase sales by driving traffic to its store
Partner Overview
• Media publishing company with outlets across the U.S.
• Well-established partnership with Simpli.fi for more than five years
• Wanted to tap into addressable programmatic advertising to target consumers at the household-level and measure foot trafficResults
• 143 Physical Store Visits in One Month
• $1.97 Cost Per Visit
• 0.15% Site Retargeting CTR
TAKING ADVANTAGE OF FIRST-PARTY DATA
With the deprecation of third-party cookies on the horizon, the retail advertisers that are best prepared for new challenges are those that are taking advantage of their first-party consumer data (TotalRetail). A national hardware store in a Denver suburb recognized the opportunity that its customer loyalty program provided, and it sought to capitalize on this first-party data to promote summertime specials and drive traffic to its location at a low Cost Per Visit (CPV). The retailer also wanted to reach relevant potential new customers by implementing unique behavioral targeting.
The hardware store had a history of running print ads, but it wanted to try programmatic advertising to benefit from precise targeting and advanced measurement capabilities. Therefore, the store used its already established relationship with its local newspaper, part of a national media publisher, to implement the campaign. The publisher has experienced success over a five-year partnership with Simpli.fi by leveraging unique attribution capabilities, such as the ability to track visits to physical locations. This made it the ideal partner for the advertiser’s first programmatic campaign. Together, the newspaper and hardware store crafted a two-part strategy to:
- Reach loyalty members at the household-level and track in-store visits by utilizing Simpli.fi’s Addressable Geo-Fencing solution.
- Retarget interested consumers who visited the store’s website by implementing Simpli.fi’s Site Retargeting solution.
HOUSEHOLD-LEVEL TARGETING
The hardware store operates a rewards program in which customers share their contact information to receive birthday discounts and earn special rewards based on their purchases. The retailer typically uses this contact information to reach customers who are already in the loyalty stage of the sales funnel via email. This time, the retailer wanted to take this strategy to the next level by adding multiple touchpoints and tracking in-store conversions. The advertiser leveraged its first-party data to reach these same loyal customers programmatically, reinforcing its summer promotions on items such as grills, coolers, and more. The store and the newspaper knew that this would allow the retailer to see the impact of its advertising efforts on foot traffic.
The advertiser supplied a list that specifically featured customers’ addresses of those who were likely in need of summertime supplies. The store planned to precisely target these consumers at the individual household-level. In a privacy-compliant manner, Simpli.fi uploaded the list of more than 10,000 addresses to its platform with a 99% match rate. The Simpli.fi system then used GPS and publicly available plat line data to automatically draw target fences around the exact shape and size of each property, enabling the advertiser to retarget these shoppers. The store wanted to ensure that it only reached members of its rewards program, so Simpli.fi adjusted the visitor frequency setting of the addressable audience to target frequent visitors. This filter allowed Simpli.fi to retarget the users who truly lived at these addresses, excluding visiting friends, delivery drivers, and other guests from receiving ads.
The hardware store sought to measure the number of targeted customers who received an ad and later visited its physical location. Therefore, Simpli.fi drew a Conversion Zone around the hardware store, which enabled Simpli.fi to identify foot-traffic conversions to the retailer.
REENGAGING SHOPPERS
In addition to reaching loyal customers, the hardware store wanted to expand its audience and gain new customers by targeting shoppers who indicated an interest in its store. As such, it chose to retarget users who visited its website using Site Retargeting, as this solution allows advertisers to reach users based on the specific webpages that they visit.
Simpli.fi created an audience on the platform’s back-end and used a pixel on the advertiser’s website to capture shoppers who visited any page on the site. This enabled Simpli.fi to retarget users who were already interested in the hardware store, thus reigniting their interest and reminding them to return to the retailer’s website.
ACHIEVING A LOW COST PER VISIT
The one-month campaign successfully drove foot traffic by generating 143 visits to the hardware store’s physical location, amounting to a low CPV of $1.97. This success highlights the benefit of using first-party data to reach relevant, loyal consumers at the household-level, thereby minimizing wasted impressions. Additionally, the campaign’s Site Retargeting tactic achieved a 0.15% CTR, demonstrating its success at reengaging interested users by redirecting them to the retailer’s website.
Interested in using first-party data to reach customers at the household-level?
Fill out the form below, contact your Simpli.fi representative, or email us at hi@simpli.fi for next steps.
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