Australia and New Zealand's leading household hardware retailer sees 71% uplift in store visits.

Key Insights:

Challenge:

Increase footfall to stores by targeting both existing and competitor’s customers.
Identify and reach specific customer segments who visited competitor stores.
Deliver compelling messaging that drives in-store visits and conversions.

Results at Glance:

Increase in store visits from exposed audience

0 %

CTR achieved on mobile ad campaign

0 %

Solution:

Utilized Azira’s platform to create precise audience segments based on location, demographics, and visit frequency.
Targeted recent visitors of competitor stores with location-based insights and digital ads.
Ran a phased campaign, re-targeting audiences with mobile ads offering discounts to boost store visits.

Azira’s Allspark was used to curate specific audience segments which were then targeted with custom messaging.

Objective

The brand’s primary objective was to drive footfalls to their stores by targeting both their own, as well as competitor’s customers. The plan was to achieve this by targeting recent visitors to the store as well as those that were seen at competitor’s stores.

Strategy and Execution

Boost in-store footfall and engagement
Target and acquire competitors’ customers
Drive sales

Boost in-store footfall
and engagement

Target and acquire
competitors’ customers

Drive sales

The brand collaborated with an agency which used data powered by Azira’s Allspark platform to curate the identified audience segments. Allspark enabled the brand to create custom audience segments with precision by choosing multiple data sets such as location, visit frequency and demographics among other data sets. The digital campaign was launched in a phased manner:

Phase 1

First, Allspark was used to curate the audience segment of consumers who were seen at competitor stores in the past 30 days.
Phase 2

This audience was then re-targeted using digital ads on their mobile phones.

The mobile advertisements served to the target audience segment encouraged them to visit the store with promotional offers and special discounts.

This highly specific audience segment based on historical location analysis was curated by Azira using the Allspark platform. The results showed that a profile from the curated audience segment was 71% more likely to visit one of the brand’s stores compared to profiles in the control segment. Audiences from the control segments who were not exposed to the promotional offers/discounts had a higher dwell time compared to those from the exposed segment.

Results

At the end of the the three day campaign, Azira’s Attribution Lift Index of the campaign showed a 71% uptick. The brand was therefore able to successfully increase store visits across their various branches by targeting specific audience segments using Allspark’s audience curation capabilities.

Australia and New Zealand’s leading household hardware retailer sees 71% uplift in store visits.