⏱ 2 minute read
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. You are not the first or the last, so here we review the key concepts to keep in mind before, during, and after the launch of your campaigns.
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 traffic to physical stores. Many retailers are facing the same challenge: how to measure the impact of Drive-to-Store campaigns based on consumers’ online behaviour throughout their purchase process? Traffic to the physical store is complex to measure. It is a long journey in which multiple factors are involved and based on key parameters that will vary from case to case. However, all of them will help determine the effect of online impacts on each specific physical store.
First: what data allows you to analyse a Drive-to-Store campaign?
Among a wide variety of data that allows you to correctly measure the results and ROI of your digital 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
All this information will help you evaluate the effectiveness of your digital campaigns better, and will allow you to detect strengths and weaknesses both in your digital strategy and in your points of sale. By analysing all these indicators in detail, you can set new priorities and review objectives for an increasingly optimal performance of your campaigns.
From now on, what should you consider before starting your campaign?◾ Define the perimeter of your physical store: it is necessary to register properly the visit to the store.
◾ Check if the signal is frequent and accurate enough: without a good signal you can lose valuable data and make mistakes.
◾ Establish a minimum time per visit: take note of the difference between walkers and visitors. Set a minimum time that the consumer must spend in the store for their visit to be considered valid.
◾ Take into account the store's schedule: this will avoid erroneous visits to the store that contemplate times outside the opening hours.
◾ Check the frequency and duration of store visits: keep in mind both employees and neighbours who live/work near or in the same building where your store is located to avoid counting erroneous store visits.
The data that makes the difference: natural vs. incremental visits
The difference between natural visits and incremental visits (a concept called 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 visited the store after the impact of your digital marketing campaign (incremental visit). Therefore, you must reserve a control group that you will not impact, in addition to the group exposed to your campaign, taking into account that both must be formed by similar audiences to eliminate biases. This way you will measure impacts in a real and precise way.
The following diagram will help clear up any doubts: