The challenge
The chain was launching mobile order ahead and needed loyalty app sign-ups from people who would actually use it.
Frequent coffee drinkers who were not yet in the chain's data could not be reached by the brand.
The solution
1. Affinity Network: Find frequent coffee drinkers by where they go
Adentro (formerly Zenreach) built an audience of people who had visited a coffee shop more than 4 times in the last 90 days.
The audience came from Adentro's network, so it reached people outside the brand's existing file.
2. Retargeting: Serve app install ads to that audience
Adentro served app install ads to these frequent visitors to drive loyalty sign-ups.
3. Foot Traffic Analytics: Track what installers did next
Adentro measured visit frequency for each customer who installed the app and compared visits and spend before and after install.
This observational comparison does not on its own establish that installation caused higher spend.
The results
- 5:1 ROAS, revenue from installers was 5x the cost to acquire them
- 71% more visits, after install, observed before and after
- $22 to $38 monthly spend per installer, average, before and after install