If you’re reading this, you’re probably wondering if you calculate the increase of in-store visits deriving from your digital marketing campaigns correctly. According to Deloitte, 78% of consumers who have visited a physical store have previously performed an online search. The customer journey of the current consumer is based on a natural combination of traditional visits to the physical store and online searches beforehand.
This trend has opened up a new perspective on campaigns aimed at increasing foot traffic to physical stores. Many retailers are facing the same challenge: how to measure the impact of Drive-to-Store campaigns.
What data allows you to analyze a Drive-to-Store campaign?
Among a wide variety of data that allows you to correctly measure the results and ROI of your digital marketing campaign, we must highlight:
- Number of natural vs. incremental visits to stores
- Uplift or incremental
- CPV (cost per visit) vs CPIV (cost per incremental visit)
- Frequency of visits
- Average time in-store
- Distance travelled to the store
- Busiest days and times of day
- Number of digital impacts before a store visit
This information will help you evaluate the effectiveness of your digital marketing campaigns better and detect strengths and weaknesses, both in your digital strategy and in your points of sale. By analyzing this data, you can set new priorities and review objectives to optimize the performance of your digital marketing campaigns.
What should you consider before starting your digital marketing campaign?
- Define the perimeter of your physical store: It is necessary to register the visit to the store properly
- Check signal frequency and accuracy: without a good signal, you can lose valuable data.
- Differentiate between walkers and visitors: set a minimum time that consumers must spend in the store for their visit to be considered valid.
- Take into account the store’s schedule: this will avoid visits to the store outside the opening hours.
Natural vs. incremental visits
The difference between natural visits and incremental visits (Uplift), is fundamental when you start measuring the results of a Drive-to-Store campaign. The customer who visits your store daily (natural visit) is not the same customer who visits the store after being impacted by your digital marketing campaign (incremental visit).
You must reserve a control group that you will not impact, in addition to the group exposed to your campaign. Take into account that both must be composed by similar audiences to eliminate biases.