For advertisers with physical store locations, foot traffic is the name of the game. To succeed in advertising efforts means to drive store visits. In order to do that effectively, these brands must partner with a platform able to accurately target and measure with success. Learn how a national dessert chain enlisted Simpli.fi to increase store visitation across their regional locations.
NATIONAL DESSERT CHAIN FOCUSES ON DRIVING FOOT TRAFFIC TO INDIVIDUAL STORE LOCATIONS
For fast-food restaurants, advertising is vital to build brand awareness and increase in-store traffic. However, food and beverage advertisers may find it difficult to balance efforts between increasing exposure and engagement while ultimately driving customers into stores.
Recently, a beloved dessert chain partnered with Simpli.fi to run a programmatic campaign that utilized precise location-based targeting and video creatives to accomplish both of these objectives. With over 85 locations in 14 states, the chain wanted to increase sales by driving in-store foot traffic and leveraging video ads, in addition, to display ads for maximum engagement. Simpli.fi and the chain developed a strategy to reach relevant audiences at the individual household-level and report on online-to-offline conversions.
PRECISE LOCATION-BASED TARGETING STRATEGY GENERATES SUCCESS FOR NATIONAL DESSERT CHAIN
Through the use of Geo-Fencing with Conversion Zones, Simpli.fi was able to target and reach both new and existing customers in close proximity to their stores. First, the advertiser provided purchase data based on geography to identify areas near the stores with high concentrations of existing customers. Then, Simpli.fi built custom-shaped target fences around these areas to serve both video and display ads to users who entered the locations.
The chain also leveraged Simpli.fi’s Addressable Audience Curation tool to reach potential customers at the household-level. By choosing from over 3,000 demographic variables, the chain identified households with adults ages 18-25 years old and also those with children ages 4-18 years old. Simpli.fi’s Addressable Geo-Fencing solution then automatically drew target fences around each property to serve video ads across multiple devices within each household.
Additionally, by incorporating Conversion Zones around each location, the dessert chain was able to track the number of users who received an ad and then visited a storefront. Simpli.fi also optimized the campaign mid-flight to maximize conversions by adjusting target fences based on new customer purchase data.
SIMPLI.FI INCREASES OVERALL CUSTOMER AWARENESS AND DRIVES FOOT TRAFFIC CONVERSIONS
After a month-long campaign, the chain experienced strong advertising results for both overall engagement and foot traffic conversions. The campaign achieved a unique user reach of 820,000 and a high Video Completion Rate of 77.65%. Furthermore, the campaign also resulted in 547 in-person visits, an average of 14 new customers per location.
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