The challenge
Apple Valley operates four separate businesses on one lot: The Mountain Store, The General Store, Apple Valley Cafe and The Dancing Bean. It needed to tell the customers of each business apart.
The team wanted to see how much revenue marketing drove for each individual unit.
With no way to tie ad exposure to shopping behavior, the shops relied on average order values to estimate return.
The solution
1. Customer Data: Record visits at each business
Adentro (formerly Zenreach) deployed its Walk-Through™ Marketing solution across all four business units using Guest WiFi. Each guest became a profile with visits recorded by store, so Apple Valley could follow guests as they moved around the property.
2. Audience Segmentation: Build an audience for each store
With visits recorded per unit, Audience Segmentation separated each store's customers. Apple Valley could segment and target customers for each business.
3. Retargeting: Reach past visitors and new shoppers
Apple Valley ran social campaigns. Retargeting reached past visitors, while prospecting campaigns targeted new customers.
4. POS matchback: Connect ad exposure to recorded spending
Walk-Through Rate™ matched ad exposure to verified visits. As an early user of Adentro's POS data integration, Apple Valley then matched spending to individual customers exposed to a campaign, down to a single ad.
The team calculated attributed ROAS using matched transaction values rather than average-ticket assumptions.
The results
- 5.58:1 social ROAS, matched to POS data, December through February, against a 3:1 goal
- Nearly 20% higher customer value, from Walk-Through™ traffic than unexposed regular customers
- $1.25 retargeting cost per Walk-Through™, more than 50% below average cost
- $5.73 new customer acquisition cost per Walk-Through™, about 8% below average cost