A lapsed-customer campaign brought 13,000 lost customers back, a 6:1 ROAS.
The challenge
The chain was building its customer list, but customers who stopped coming were leaking revenue it could not see.
The first gap was lost customers went unnoticed. The chain had no way to target people who had stopped visiting.
A second challenge was no cost per walk-through. It had never been able to measure what a returning store visit cost.
The solution
Audience Segmentation: defining "lost.". Adentro (formerly Zenreach) used customer visit history to find people who had not visited any of the chain's coffee shops in the last 30 days. That lapsed segment became a digital advertising audience.
Activate paid audiences: winning them back with paid media. Adentro ran digital ads to that lapsed audience.
Match observed visits: pricing every return visit. Walk-Through Rate™ matched people exposed to ads against verified visits at the chain's shops. For the first time, the chain could see its cost per walk-through. It also tracked what reacquired customers spent in their first 30 days.
Why the combination mattered
Customer Data provided the last-visit history, Audience Segmentation defined guests absent for 30 days, Retargeting delivered the return message, and Walk-Through Rate™ matched ad exposures to subsequent store visits. The estimated national opportunity is a projection, not campaign revenue.
The results
- 13,000 lost customers reacquired, matched to verified visits
- 6:1 ROAS
- $30MM projected annual revenue opportunity, not realized campaign revenue from reacquiring lost customers nationwide