The challenge
Brixx had grown steadily for 20+ years, but its marketing measurement had not kept up. It had struggled to segment and target its audience.
Earlier display campaigns ran with no accurate read on in-store results.
Brixx could not tell which results were being driven at which location.
The solution
1. Guest WiFi: Measure visits before new spend
Adentro (formerly Zenreach) switched on Walk-Through Rate™ at 23 Brixx locations. Guest WiFi gave each location a device-verified visit signal, setting a baseline before any new spend went out.
2. Location campaigns: Run one campaign per location
Brixx ran social and display campaigns to drive visits to 12 of those locations. Each campaign was tied to one location and sent people to that location's own landing page and menu.
3. Walk-Through Rate™: Attribute visits to each location
Walk-Through Rate™ matched people exposed to each ad against verified visits within a seven-day lookback window.
Foot Traffic Analytics broke results out by location, so Brixx could report which campaigns drove visits to which locations, and at what cost.
The results
- 4:1+ ROAS, over 11 months, against a 3:1 target
- 12% below cost goal, better than the $5 cost per Walk-Through™ goal
- 23 locations measured, 12 with active campaigns
Following the results, Brixx consolidated its display spend with Adentro entirely.