Half Price Books tracks marketing campaigns with geofencing
A mid-sized new and used book retailer is analyzing how its promotional efforts affect key store metrics.
Half Price Books, a family-owned bookstore chaIn operating more than 120 stores in 19 states, is deploying the Reveal Mobile Visit Local self-serve geofencing and digital campaign measurement platform.
The retailer is utilizing the solution to achieve three goals: measure incrementality from paid social and programmatic campaigns; create and activate custom audiences based on where consumers shop; and understand store-level analytics such as visitor volume, frequency, and competitive analysis.
"Visit Local will provide Half Price Books with the information we need to help us learn more about our customer base," said Becky Gomez, marketing and e-commerce director for Half Price Books. "The data Visit Local provides will help us make important decisions to help continue the growth of our bookstores, and we look forward to a great partnership."
"In a market where retailers place a premium on new customer acquisition and ad effectiveness, Half Price Books continues to demonstrate category and strategic marketing leadership by using Visit Local, our self-serve geofencing platform," said Brian Handly, CEO of Reveal Mobile. "The Half Price Books team now has the ability to tie store foot traffic to ads they run across social media and other digital channels, proving incrementality with every campaign."
Joann targets in-store customers with mobile offers
Specialty arts and crafts retailer Joan eases the process for customers to locate products through its app and make additional purchases while in a store. Joann implemented Radar’s geofencing platform, so when a customer engages with its app, the Radar solution checks their location to see if they are in a Joann store geofence.
If the user is inside a Joann geofence, a free shipping coupon is displayed, encouraging the customer to place an online order if the item they’re searching for isn’t available in the store. This incentivizes customers to place their order through the Joann app instead of leaving the store to look for the item at a competitor.
Not only does it help Joann increase larger basket sizes, it also gives customers a better shopping experience. Asa direct result of the new in-store coupon offers powered by Radar’s geofences, Joann generated more than 25,000 incremental orders with a return on investment of 718%.