Convenience chain QuickChek wanted to see if it could draw a direct line between its mobile advertising and traffic to its 140 stores in New York and New Jersey. Using location-based technology to determine whether mobile ads were responsible for driving customers to its stores, the retailer was able to measure an 83% list in visits for a test group compared with a control group of customers.
The retailer partnered with location-based intelligence service provider PlaceIQ, with help from its advertising agency AboveNation Media, to reach and track customers that had not set foot in a store in 30 days or more. QuickChek also improved its ability to measure the effectiveness of its campaigns and understand the traffic patterns of customers.
QuickChek developed a series of location data-powered campaigns with help from PlaceIQ to:
- Drive visits to its locations among brand loyalists;
- Gain market share from competitors;
- Attract new categories of customers; and
- Accurately measure campaign success for promoting in-store visits.
One of the key results was a nearly 83% lift in visits compared with a control group — a metric measured by PlaceIQ’s Place Visit Rate.
The Place Visit Rate enables retailers to track opt-in mobile device movement data and find anonymous target consumers. It allowed QuickChek to see whether or not an ad led the consumer to go to a location, even without the consumer actually clicking on the ad.
PlaceIQ also enabled QuickChek to measure the uplift difference between a targeted group and a control group, to ensure the ads were the actual reason a customer came to a QuickChek location.
“This technology of location elements and mobile devices can create very finite targeting segments based on real-world behavior, activate mobile ads to these devices, and be able to measure what percentage of the devices that saw the ad actually came to the location versus the control group,” said Duncan McCall, Co-Founder and CEO of PlaceIQ in an interview with Retail TouchPoints. “This gives you a true ROI number of foot traffic coming into the store.”
QuickChek took a mobile-first approach with their ads to better reach its target of Millennial consumers. The retailer was aware that clicks and web site visits were not the only metrics it needed to measure, because sometimes a consumer may not necessarily engage with an ad by clicking on it.
“In our industry, we could have a good week and a multitude of reasons why customer traffic could be up — good weather, lotteries or the Super Bowl,” said Rush. “To be able to say, ‘The only way this customer saw QuickChek was through PlaceIQ [messaging], and within 12 hours of seeing the message, they became a QuickChek customer when they haven’t been to a store in three days.’ This is a really good way to prove our messaging or creative campaigns.”