The challenge
The chain was building its customer list, but it had no way to target people who had stopped visiting.
It had never been able to measure what a returning store visit cost.
The solution
1. Audience Segmentation: Define lapsed customers
Adentro (formerly Zenreach) used visit history from Customer Data to identify people who had not visited any of the chain's coffee shops in the last 30 days. That segment became a digital advertising audience.
2. Retargeting: Bring lapsed customers back with paid media
Adentro ran digital ads to the lapsed audience.
3. Walk-Through Rate™: Match ad exposure to return visits
Walk-Through Rate™ matched people exposed to ads against verified visits at the chain's shops, giving the chain its first view of cost per walk-through.
Adentro also tracked what reacquired customers spent in their first 30 days.
The results
- 13,000 lost customers reacquired, matched to verified visits
- 6:1 ROAS, from the lapsed-customer campaign
- $30MM projected annual revenue opportunity from reacquiring lost customers nationwide (a projection, not realized campaign revenue)