- +4% YoY Retail Sales
- 15 Avg. Dwell Time (mins)
- 8x ROAS (digital spend)
Enstrom Candies, known for its premium toffee and confections, operates retail storefronts and a growing eCommerce business. In addition to campaigns across awareness, Amazon, and B2C/B2B eCommerce, the brand engaged Growth Marketing Werks to drive foot traffic to physical locations.
The strategy combined Location-Based Programmatic and Out-of-Home (OOH). Programmatic ads targeted users near stores using predictive prospecting, website retargeting, and competitor conquesting—geo-targeted within 1 to 20 miles based on store location. A dwell-time tracking partner enabled accurate attribution of in-store visits. Strategic OOH billboards in high-traffic areas further amplified local awareness and foot traffic.
Outcome
While the campaign was set to drive in-store traffic, the digital units provided a halo effect by also driving online sales, making the investment work harder than intended. This unexpected but valuable outcome was possible because Growth Marketing Werks managed the full media portfolio and already had e-commerce tracking in place.
- 4% YoY retail sales growth
- 3.5x ROAS when combining retail and digital-attributed revenue
- 8x ROAS on digital ad spend alone
- 15-minute average dwell time among in-store visitors exposed to ads
Key Takeaways
- Share Retail Sales Data with Media Partners: Enabling closed-loop analysis leads to deeper insights and more precise ROI.
- Media Partner Consolidation: Running your entire media portfolio through one partner allows for a comprehensive, omnichannel approach, ultimately driving stronger performance and cross-channel attribution.
- Use Hyper-Localized Targeting to Win Foot Traffic: Reaching high-intent audiences nearby helped divert traffic from competitors and boost store visits.
- Adopt a Dual-Focus Strategy: While leveraging powerful digital technology to drive in-store traffic, also account for users who engage with ads and convert online—an often unexpected but valuable outcome that can significantly boost overall campaign performance.
