National Farm Supply Retailer Boosts Foot Traffic and Online Transactions with Simpli.fi’s Display and Audio Solutions
Overview
Bridging Offline and Online Retail
In the fast-paced world of retail, the connection between in-store foot traffic and online sales is crucial. Driving customers into brick-and-mortar locations, not only provides tangible experiences but builds brand loyalty. At the same time, an online presence expands these efforts by reaching a wider audience to strengthen a brand’s visibility. Simpli.fi’s innovative solutions leverage the power of programmatic advertising to help brands reach ideal shoppers through location data and online behaviors, linking offline and online retail.
Recently a national farm supply retailer partnered with Simpli.fi and their media agency to maximize the effectiveness of their programmatic advertising campaigns. Together, the client and Simpli.fi worked to develop a comprehensive targeting strategy that utilized the power of display and audio creative to increase in-store visits and online transactions across specific target markets throughout the Midwest.
Locating the Ideal Shopper
First, the farm supply retailer utilized Simpli.fi’s Addressable Audience Curation tool to create a custom audience for each target market in real-time based on location data and by choosing from more than 3,000 demographic variables. They narrowed down the audience by specifically reaching individuals within a 20-mile radius around each of the client’s 134 store locations across 15 target markets. This custom audience, which resulted in over 8.5 million addresses across all target markets, featured adults over the age of 18. Simpli.fi’s Addressable Geo-Fencing solution then automatically matched each address to the specific boundaries of the property plat lines and built geo-fence target zones around each household. The client’s display and audio ads were served across devices captured within each home. The team then set up Conversion Zones around the client’s brick-and-mortar locations to track conversions from users who were served the client’s ad and then visited a store.
Next, the advertiser worked with Simpli.fi to develop a geo-targeted programmatic audio strategy to reach an audience of highly-engaged users. The Simpli.fi team optimized the campaign to target individuals listening to streaming audio within a 20-mile radius of each of the client’s store locations. After users were captured within the determined geo-targeted areas, Simpli.fi served the client’s audio ads and monitored to see if they later visited the client’s retail locations.
Connecting with Customers Through Online Behaviors
In addition to reaching customers based on their physical locations, the farm supply retailer utilized Simpli.fi’s online targeting capabilities. The client leveraged Simpli.fi’s Keyword Search Retargeting solution to connect with users who searched or read online for specific keywords or phrases indicating an interest in farming supplies. Simpli.fi implemented keywords such as tractors for sale, agricultural equipment, livestock supplies, and more. Users who were served ads and then converted back to the client’s website, by either clicking directly on the ad itself when served or by going to the client’s website at a later date, were counted as an online conversion.
The advertiser also deployed Site Retargeting by creating an audience of users who previously visited the client’s website and targeting them with display ads to drive revisits and track online conversions.
Boosting Foot Traffic and Enhancing Online Revenue
Throughout the duration of the campaign, Simpli.fi’s award-winning Client Success team monitored each tactic to ensure the client’s goals were being met. The team shifted budget between campaigns to allocate higher spend on better performing tactics. Due to the reallocation of campaign budget, the farm store retailer saw an overall increase in scale and performance. Additionally, Simpli.fi’s team optimized all tactics towards better performing domains, device types, and ad placements to maximize the client’s reach and efficiency.
After three short months, the client saw an additional 6,610 in-store visits and 5,999 online purchases attributed to the campaign with
Simpli.fi. The programmatic audio portion of the client’s campaign resulted in a 96% completion rate across all audio ads. Following the
completion of the campaign, Simpli.fi continued to monitor campaign attribution utilizing a 30-day look-back window, resulting in 986 additional in-store visits and 2,424 additional online purchases attributed to campaign with Simpli.fi. The client plans to continue working with Simpli.fi to promote increased foot traffic to their retail locations as well as enhancing their online revenue.
Are you ready to maximize your relevance to drive in-store visits and online purchases with Simpli.fi’s programmatic solutions?
Get in touch at hi@simpli.fi or contact your Simpli.fi representative.