The challenge
Golden Road, an Anheuser-Busch InBev brand, needed new and returning guests in its pubs. The Huntington Beach pub had seen steady declines in foot traffic.
Golden Road lacked first-party data on who actually visited its pubs.
Retaining regulars was not enough. The pubs also needed net-new guests at scale.
The solution
1. Guest WiFi: Collect first-party guest data at the pubs
Guest WiFi collected first-party guest data at the pubs, adding 30K+ new emails. Customer Data turned each connection into a profile with visit history.
2. Email Marketing: Send messages triggered by real visits
Email Marketing sent new-visit and birthday automations to captured guests, so each guest heard from Golden Road based on an actual visit.
3. Retargeting: Bring known guests back
Retargeting served paid social ads to previous guests to keep known customers coming back.
4. Affinity Network: Reach net-new guests
Golden Road ran prospecting audiences modeled on existing customers through the Affinity Network, plus geo-targeted audiences.
5. Walk-Through Rate™: Connect ad exposure to pub visits
Walk-Through Rate™ matched ad-exposed people to verified pub visits, and $552K+ in revenue was attributed to marketing.
This brand-wide attributed revenue is separate from the Huntington Beach sales trends.
“Adentro has helped us prove that data-driven marketing is the best way to recruit and retain more customers in our key retail markets.”
The results
- $552K+ attributed revenue, attributed to marketing
- 30K+ new emails, collected through guest WiFi
- 75% walk-throughs from prospecting, from lookalike and Adentro network audiences
- 49% increase in dinner sales at Huntington Beach (May to August 2022)
- 30% increase in lunch sales at Huntington Beach
- 14% increase in net sales year over year at Huntington Beach