Store traffic for a pool and spa specialist
A pool and spa specialist wanted more people in its stores. We followed up with people who had visited its website, reached visitors of competing stores within 10 miles, and counted the store visits.
Illustrative imageThe published figures
GPS retargeting, 4 months
- Store visits
- 1,233
- Impressions
- 3,036,020
- Average click-through rate (CTR)
- 0.18%
Geotargeting, 4 months
- Impressions
- 11,913,554
- Average click-through rate (CTR)
- 0.16%
Copied from the case study we published at the time. The client's name is withheld. A past result is not a forecast: yours will depend on your market, your budget and your offer.
The brief
The company wanted traffic in its stores. It wanted to reach people who had already visited its website, and to find others who were ready to buy a pool or spa.
It chose to look for them among visitors to competing stores within 10 miles of its own.
What ran
Four months, two strategies: website retargeting for everyone who had visited the site, and GPS retargeting for people who had visited competitors’ locations.
- Collected the website’s visitors and ran a website retargeting campaign to them.
- Used GPS retargeting to deliver ads to people who had visited competitors’ brick-and-mortar locations.
- Kept the competitor targeting to stores within 10 miles of the client’s own.
- Counted store visits over the four months.
Second, we used GPS Retargeting to deliver ads to visitors of competitors’ brick-and-mortar locations.
How it was counted
The write-up lists 1,233 store visits under the GPS retargeting campaign over four months.
It groups its figures under two headings, GPS retargeting and Geotargeting, and we have kept them that way.
- Pools are seasonal and weather-driven, and that is the kind of local detail a Connected TV plan should use: spend when the weather creates demand, and do not spend on seasonal lake-home viewers when they are not the customer.
- The 10-mile idea carries over. On Connected TV the same tight geography is drawn by zip code or radius around each store.
- We would keep the website retargeting. People who have already visited the site have shown interest, and they should see the brand again.
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