The challenge
The retailer's stores converted better than its website, but it had no way to reach in-store shoppers once they left.
Most stores sat in shopping centers and plazas next to other retailers, and past GPS-based tools could not tell walk-ins from walk-bys.
Without reliable data, the retailer could not allocate budget or know whether its programs were working.
The solution
1. Foot Traffic Analytics: Count who actually walked in
Adentro used the retailer's own store WiFi hardware, not GPS. Logic based on signal strength and dwell time separated shoppers inside from people passing by.
Walk-in counters at the doors validated the counts.
2. Customer Data: Find the shoppers the CRM missed
Adentro compared in-store shoppers with the active customers in the retailer's CRM, and the overlap was less than 1%.
The in-store audience was almost entirely people the retailer could not otherwise reach.
3. Retargeting: Send shoppers to stores and online
Retargeting reached in-store shoppers not already in the active file. Social campaigns drove them back to physical stores, and programmatic display drove them to the ecommerce site.
4. Walk-Through Rate™: Measure store and online results separately
Walk-Through Rate™ measured cost per store visit from social, and ecommerce ROAS was measured on new-to-file customer purchases.
With both views, the retailer shifted budget based on individual store performance.
The results
- <1% CRM overlap, between in-store shoppers and active CRM customers
- <$8 return-to-store cost, per visit, after one month of testing
- 5:1+ ecommerce ROAS, measured on new-to-file customer purchases