5.58:1 ROAS on social campaigns in the slowest tourist season, matched to POS data, against a 3:1 goal. Walk-Through™ traffic spent nearly 20% more than unexposed regular customers.
The challenge
Apple Valley is one lot with four separate businesses: The Mountain Store, The General Store, Apple Valley Cafe and The Dancing Bean. That setup created three problems:
The first gap was four customer bases on one lot. Apple Valley needed to tell the patrons of four discrete businesses apart.
A second challenge was no per-unit attribution. It wanted to see how much revenue marketing drove for each individual unit.
The remaining issue was rOAS by guesswork. With no way to tie ad exposure to shopping behavior, the shops relied on average order values to estimate return.
The solution
Create the data foundation: one visit signal across four businesses. Adentro (formerly Zenreach) deployed its Walk-Through™ Marketing solution across all four business units. Each guest became a Customer Data profile with visits by store. That let Apple Valley follow guests as they moved around the property.
Identify the right guests: an audience per store. With visits recorded per unit, Audience Segmentation could separate each store's customers. Apple Valley gained the ability to segment and target customers for each business.
Deliver the campaign: retargeting and prospecting. Apple Valley ran social campaigns. Retargeting reached past visitors. Prospecting campaigns went after new customers.
Read the outcome: from ad to receipt. Apple Valley was an early user of Adentro's POS data integration. Walk-Through Rate™ matched ad exposure to verified visits. POS matchback then tied precise spend to individual customers exposed to a campaign, down to a single ad. the team could calculate attributed ROAS using matched transaction value rather than average-ticket assumptions.
Why the combination mattered
Adentro's on-premise tracking created store-specific Customer Data records; Audience Segmentation preserved the unit distinction; social campaigns reached returning and prospective shoppers; and POS matchback paired ad exposure and observed visits with spending at each unit. The ROAS reflects POS-matched reporting, not estimated average-ticket math.
The results
- 5.58:1 ROAS on social campaigns, December through February, matched to POS data (goal: 3:1)
- Nearly 20% higher value from Walk-Through™ traffic than from regular customers not exposed to marketing
- $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