Case Study: Regional Grocery Chain Targets Loyal Customers and Increases In-Store Traffic with Addressable Geo-Fencing from Simpli.fi

14
Oct
2021
10/14/2021

Brand Overview
• Popular grocery chain in the northeastern U.S.
•  Sought to reach existing customers using first-party loyalty program data
•  Wanted to drive foot traffic to 18 stores by promoting its low prices and grocery pickup services
Partner Overview
•  National publishing company with 75+ newspapers and magazines throughout the East and Midwest
•  Well-established partnership with Simpli.fi of more than seven years
•  Wanted to target consumers at the household-level and measure offline conversions
    with its addressable programmatic partner of choice
 
Results
•  15.95Cost Per Action
•  3,345 Physical Store Visits
•  $0.84 Cost Per Visit
•  42.42% Lift in Incremental Visits

 

 

Capitalizing on First-Party Data

With the eventual deprecation of third-party cookies, retailers are looking to take advantage of their first-party data to more effectively target consumers and generate conversions (Forbes). A popular U.S. grocery chain in the Northeast wanted to do just that by capitalizing on its first-party customer data. It hoped to promote its low prices and convenient services, increase visits to 18 of its Pennsylvania stores at a low Cost Per Visit (CPV), and measure foot traffic attribution.

The grocery chain partnered with the local newspaper of a publishing company that relies on Simpli.fi as its primary programmatic partner. With Simpli.fi’s Addressable Geo-Fencing solution, the grocer learned that it could reach loyalty members at the household-level, track the number of in-store visits it received, and identify the lift in foot traffic generated by the campaign. The newspaper also recognized that Simpli.fi’s granular reporting metrics would help the advertiser gauge performance across multiple locations.
 

Targeting at the Household-Level

The grocery chain wanted to use first-party consumer data from its loyalty program to target its customers and drive in-store traffic. Therefore, the advertiser supplied an address list featuring Pennsylvania loyalty members to precisely target these shoppers at the individual household-level, thereby reengaging them in the loyalty stage of the sales funnel.

Simpli.fi uploaded the address list to its platform at a match rate of 99.88%. Using publicly available plat line data paired with GPS data, the Simpli.fi system automatically drew target fences around the exact shape and size of more than 199,000 parcels to capture users for retargeting at the household-level. To ensure that the advertiser only reached true loyalty members at the targeted addresses, the team adjusted the visitor frequency setting to exclude residents’ guests, mailmen, delivery drivers, and more from being retargeted.

With the addressable audience in place, Simpli.fi added Conversion Zones around 18 of the grocery chain’s Pennsylvania stores. This enabled Simpli.fi to track offline conversions to the advertiser’s physical locations on a store-by-store basis, identifying the number of users who received an ad and later visited the grocer in-person. It also allowed the chain to leverage its first-party consumer data to attribute an increase in store visits from
targeted consumers.
 

Increased Foot Traffic Success

Over the course of three-months, the campaign generated 3,345 physical visits from targeted customers to the grocery chain’s 18 Pennsylvania locations for a low CPV of $0.84. With Simpli.fi’s granular reporting, the advertiser discovered unique insights at the individual store level. For example, it identified four stores that received less than 50 visits each, indicating their need for additional marketing attention. Moving forward, these data-driven insights will help the grocery chain appropriately allocate its advertising dollars across its many locations.

Additionally, the grocer and the newspaper identified a 42% surge in incremental visits to the grocery chain from the targeted addresses, as measured by Simpli.fi’s Geo-Conversion Lift metrics. This increase reflects the percentage difference between customers who visited the grocer after receiving an ad versus those who naturally visited the grocer without receiving an ad. Altogether, the campaign’s results highlighted the effectiveness of leveraging the retailer’s first-party data to target loyalty members at the household-level, thereby reengaging shoppers and generating foot traffic.

Interested in using a proprietary address list to reach loyal customers at the household-level? Get in touch at hi@simpli.fi, or contact your Simpli.fi representative.