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

The brand used a combination of interest and purchase data to activate optimal consumers to purchase, garnering strong sales performance at a key national grocery retailer. To increase future campaign performance, we recommend focusing the advertising on high- and medium-selling stores to improve overall sales performance and return, as these segments had both strong lift and higher sales volume.