Case Study

Furniture Retailer Drove Over 4K Incremental Visits Using Dynamic Mobile Ads

A furniture retailer turned to Valassis Digital to drive incremental visits to select store locations during the Q3 time period. We set up a foot traffic impact study to measure performance against its primary KPI [key performance indicator].
1.64%
Engagement Rate
60%
Lift in Foot Traffic
Categories
Challenge
A furniture retailer wanted to drive foot traffic to select store locations to drive sales during the third quarter.
Strategy
We created an audience profile of the retailer’s target customer based on specific demos and shopping behaviors.
Solution
We ran engaging dynamic mobile ads with localized call-to-actions for the consumer to navigate to the closest store, call the store, or visit the site.
Result
Consumers exposed to the campaign had a store conversion rate that was 60% higher than the control group.

Target Audience

  • Home goods shoppers
  • Hispanic shoppers
  • Household with children

Campaign Approach

The retailer was interested in reaching its key demographics of parents and Hispanics as well as people who regularly shop for home goods. We leveraged our first-party device and location data from app publishers to target these specific audience segments. The home goods shopper segment pertains to consumers who have made two or more visits in the last 90 days to points of interest such as Bed Bath & Beyond, Crate and Barrel, Design Within Reach, IKEA, Pottery Barn, etc.

We delivered over 27MM impressions of dynamic mobile ads during an 18-week time frame to generate store traffic to specific locations. Qualified consumers saw a highly-viewable adhesion banner that dynamically displayed their distance to the nearest store. When the consumer clicked on the ad, a full-screen interactive panel was displayed for them to engage further with three calls to action and a dynamic map.

To determine the success of the campaign, the retailer gained performance insights to understand overall engagement as well as a foot traffic study to measure in-store activation.
 

Campaign Results

  • 0.49% CTR
  • 1.64% engagement rate
  • 60% lift in foot traffic
  • 4,681 incremental visits
  • $40.77 cost per incremental visit
The retailer was pleased with the incremental cost per visit of $40.77, since average sales are nearly $500.

Takeaway

This campaign successfully achieved the client goal of activating a relevant audience and driving store traffic. To achieve increasingly strong results in the future, we recommend targeting additional segments, such as new movers and big box retail shoppers, to generate even more conversions.