MEASURING & DRIVING FOOTFALL TO COSTCUTTER STORES
Costcutter Supermarket Groups are one of the largest convenience symbol groups in the UK. With over 1,500 stores located across the country, Costcutter serve everyone from huge cities through to the smallest communities.
With no online retail offering, Costcutter rely on store footfall to drive product sales. With stores owned and managed by independent retailers, not all retail sales data is available for analysis meaning campaign effectiveness measurement can be difficult.
Embodying the brand’s new tagline ‘Shop Locally’, we knew that we had to reach the local communities who live near to Costcutter stores and make it as easy as possible for them to come to store to shop the latest offers.
Not satisfied with just building awareness or working to a generic estimated footfall rate, we wanted to know exactly how many incremental visits the advertising was delivering for Costcutter.
Working in partnership with mobile advertising specialists TabMo, we introduced a new marketing channel for Costcutter to promote products in-store and encourage customer footfall.
We selected TabMo as a media partner due to their ability to accurately target specific radiuses around store locations and deliver ads across a range of premium mobile publisher inventory.
With so many store locations to cover, adaptable and dynamic creative was hugely important. Using the custom-built ‘GPStore’ banner format, we were able to dynamically serve creatives relating to the user’s individual location and show them their nearest Costcutter store upon ad click via Google Maps integration.
Using verified footfall tracking technology, we were able to subsequently track audiences as they visited stores and attribute these visits to our campaign.
Izzie Forth, Media & Activation Manager at Costcutter
“Boutique have changed the way we advertise to our shoppers. They have provided us with the ability to measure footfall to store from our adverts and show the benefits of digital advertising to our retailers. Boutique identified this new opportunity, and have helped to develop it as a frequent media format for our brands and suppliers choosing to advertise with us.”
