Case Study

Apparel Retailer Drove 11% Lift in Foot Traffic Using In-App Display to Promote its Spring Holiday Campaign

A leading outdoor and casual clothing retailer came to Valassis Digital with a challenge: promote Memorial and Father’s Day sales in order to drive measurable in-store results.
6.5K
Incremental Visits
11%
Lift in Foot Traffic
Categories
Challenge
An apparel retailer wanted to increase foot traffic through Memorial and Father’s Day promotions.
Strategy
We used demographic and interest data related to hiking, outdoor activities, fashion, and technology to find the ideal consumer.
Solution
We delivered mobile in-app advertising to reach the right consumers at the right place and time, both at home and on-the-go.
Result
Valassis Digital drove an 11% lift in store foot traffic, representing 6.5K incremental visits from consumers exposed to the campaign.

Target Audience

  • Adults 25-54
  • $75k+ Household Income
  • Interested in nutrition, fashion, wearable technology, music, hiking and outdoor activities

Campaign Approach

Valassis needed to reach the right consumers, adults with a moderate-to-high household income and matching interests, at the right time and place on their mobile devices in order to maximize impact.

Utilizing the Valassis Consumer Graph™, and the combination of geographical, neighborhood-level, and individual understanding it provides, we located the most relevant consumers and incented them with a 20% off promotional message via mobile in-app Display.

We were able to drive clicks that directly translated into real, trackable offline impact across the store’s national footprint. The campaign was measured using Valassis Digital’s in-house Foot Traffic Impact study.

Takeaway

This campaign was a resounding success, driving a strong 11% lift in real-world foot traffic and providing valuable insights that will help guide future programs. The highest visitation days were Fridays and Saturdays with over 16% of all visits occurring on these days of the week. Also, based on data about the campaign’s top responders, we learned of a new market segment – consumers with a more moderate household income – which was untapped at the start of the program. Realigning the targeting for future initiatives could lead to more households capitalizing on the promotional savings as well as increased store visits.