A leading swimwear retailer in Canada, Swimco, was looking to effectively reach its target audience and increase foot traffic into stores in the months leading up to summer. Prior to partnering with Simpli.fi, Swimco was finding it difficult to engage with a precise audience in multiple geographic areas while standing out from its competition in a crowded marketplace. With the help of Simpli.fi and Bloom, the company found that localizing ad buys to specific markets would allow the brand to reach the right audience at the right time, resulting in fewer wasted impressions and increased foot traffic to individual locations.
Objective and Context:
Because nomenclature, local preferences, and buying habits vary from city to city across the country, brands with numerous physical locations like Swimco often find it difficult to successfully target their advertising campaigns with highly localized audiences. It is a challenge to reach a precise audience in multiple geographic areas and to stand out from the competition in a crowded marketplace, let alone increase foot traffic to individual locations.
The company enlisted its marketing agency, Bloom, and Simpli.fi to take advantage of advanced geo-fencing technology to precisely target swimwear shoppers and track online-to-offline conversions. The goal was to increase physical foot traffic to over 20 Swimco store locations across Canada, gauged by Simpli.fi's geo-conversion lift metrics.
Swimco, Bloom, and Simpli.fi knew that the key to success would be relying on precise geo-fence targeting that had granular localization capabilities, and the ability to measure and optimize online-to-offline conversion. Together, the companies developed a strategy to reach swimwear shoppers by focusing on locations related to swimming and retail. The team built geo-fence target zones around four categories of locations to capture the ideal target audience: direct competitor stores, indirect competitor stores, people visiting swimming pools, and other related locations such as big-box retail stores.
With Simpli.fi's custom-shaped geo-fences, the campaign was hyper-focused only on these relevant locations. This ensured that ads would be served to users who visited these sites, so impressions were not wasted on areas outside of the targeting zones. By grouping the target zones into these categories, Swimco, Bloom, and Simpli.fi could determine the impact that each category had on the overall campaign performance.
The creative strategy was set forth by Swimco's marketing agency, Bloom. Simpli.fi's partnership with Bloom and Swimco were independent of the creative strategy and focused primarily on facilitating the programmatic advertising side of the campaign. Thanks to Simpli.fi's advanced location-based marketing capabilities, the advertiser was able to serve personalized ads to a highly localized target audience of qualified buyers.
Overall Campaign Execution:
The Simpli.fi team built geo-fence target zones around four categories of locations to reach its ideal target audience, including direct competitor stores, indirect competitor stores, swimming pools, and other related locations such as big-box retail stores.
Through Simpli.fi's ability to build custom-shaped geo-fences, the campaign was hyper-focused only on these relevant locations and delivered 100 percent of the campaign budget on mobile ads to people within those targeted locations. This ensured that ads would be served to users who visited these sites, so impressions were not wasted on areas outside of the targeting zones. By grouping the target zones into these categories, Swimco, Bloom, and Simpli.fi could determine the impact that each category had on the overall campaign performance.
With the target zones in place, attention shifted to the conversion side of the campaign. The team drew conversion zones around more than 20 Swimco stores across Canada to track the number of users who visited a target zone, were delivered an ad, and then entered a conversion zone.
Simpli.fi's extensive reporting capabilities provided insight into results at the level of each target zone and conversion zone, allowing Bloom and Swimco to gauge the relative success of each geo-fence in real time. The advertisers could optimize the campaign midflight by shifting spend to the highest performing geo-fences, therefore driving more qualified buyers into stores.
Over the course of a five-month campaign, Simpli.fi. and Bloom helped deliver an increase in foot traffic to the Swimco stores. Using Simpli.fi's Geo-Conversion Lift metrics, Swimco measured a 43.6 percent surge in incremental store visits from the targeted locations. This increase reflects the percentage difference between users who visited a conversion zone after being delivered an ad and those who naturally visited a conversion zone without being delivered an ad after being seen in a target zone.
Geo-conversion lift also revealed that the campaign drove an average of 40 new campaign converters to each store per month. New campaign converters are converters who have not visited a store in the last 30 days, allowing Simpli.fi to filter out repeat visitors such as employees, vendors, service providers, and even the mail carrier.
Swimco was also able to measure additional conversion metrics such as cost per visit for each store. Bloom and Swimco discovered valuable insights about which target zones were driving traffic to which conversion zones, which can help guide additional marketing efforts.