Quick Service Restaurant Identifies Sales Lift with Commerce Signals and Simpli.fi
Key Facts:
• QSR brand wanted to drive traffic both online and in-stores to increase sales
• A large broadcast media company leveraged Simpli.fi’s localized geo-targeting solutions for 135 storefronts
• Capitalized on Commerce Signals’ unique payment data sets to determine sales lift attributable to the advertising campaign
Results
• 18.3% Sales Lift
• 9,635 Total Actions (online or in-person visits)
• $4.89 Cost Per Action
• 0.12% CTR
DISCOVERING NEW WAYS TO MEASURE RESULTS
Recently, a well-known Quick Service Restaurant (QSR) tapped their advertising partner, a national broadcast company, to help increase sales and identify the financial impact of their advertising. The QSR brand sought to drive and attribute both online and in-store traffic for 135 of their locations nationwide. They also wanted to understand how much sales lift was attributable to the campaign by comparing actual transaction figures to advertising impression data.
The broadcasting company utilized their long-time partnership with Simpli.fi to establish an advertising strategy based on location-based targeting and online retargeting. The goal was to maximize both online traffic and in-store visits at a low Cost Per Action (CPA) while also increasing incremental sales. In order to validate the bottom-line impact of the advertising campaign, Simpli.fi and the broadcast media company also recruited their partner, Commerce Signals, to match store-level transaction data to served impressions in order to determine the sales lift for both in-store and online purchases.
TARGETING USERS BASED ON LOCATION
First, the broadcast media partner implemented Simpli.fi’s Geo-Fencing solution to target potential customers nearby each store location. The broadcasting team provided Simpli.fi with a list of 135 of the QSR’s storefronts. Subsequently, the Simpli.fi team built target fences around a one-mile radius of each restaurant to capture users in those areas and then serve them display ads. The team then drew smaller Conversion Zones around each of the QSR store locations to measure the number of users who visited one of the restaurants in-person after being served an ad.
To complement the Geo-Fencing display ads, the broadcasting company also deployed CTV ads via a proprietary segment for the QSR chain. Simpli.fi then retargeted users who were served a CTV ad with display ads across their other devices via cross-device matching. This also enabled the advertiser to track online actions taken across devices, regardless of where the ad was served.
Both the display ads and CTV ads used creative flighting to promote seasonal offers such as national taco day, holiday gift cards, catering, and various food specials.
DEFINING SALES LIFT
Once the campaign began serving impressions, the Simpli.fi team started sharing impression data with Commerce Signals. The team at Commerce Signals took the supplied data and cross-referenced the QSR chains’ in-store and online sales to their anonymized consumer card spending data from banks and processors. With this information, Commerce Signals could determine the sales lift during a specified time frame, which helped determine the most effective creative flights, promotions, and targeting tactics.
INCREASING SALES WITH DIGITAL PARTNERSHIPS
Overall, Simpli.fi and their broadcast media partner drove significant online and in-store traffic to the QSR’s locations across the nation. The brand measured more than 9,600 total actions at a CPA of $4.89, which included in-store visits and online ad clicks. The campaign also garnered a 0.12% CTR for display ads, exceeding the 0.10% goal.
With the help of Commerce Signals transaction data, the advertiser saw an overall lift of 18.3% over the period of 27 days. The Commerce Signals team also determined that the creative flight for holiday gift cards and catering performed best, leading to a 33.9% sales lift and a $8.32 increase in spend per customer. Notably, gift card ad creative alone led to a 60% sales lift. The ability to reach new audiences was also a main contributor to the sales lift with a 12% increase in net new purchases. Finally, online sales proved to be the most effective channel and generated a 42% sales lift.
The QSR brand and their broadcast media partner continue to work with Simpli.fi and Commerce Signals to drive performance and determine sales lift for their locations across the nation.
Interested in partnering with Simpli.fi and Commerce Signals to increase online and in-store sales lift?
Get in touch at hi@simpli.fi, or contact your Simpli.fi representative.
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