Real-World Solutions

Audience Targeting made it possible for Sola to identify and communicate with over 118k customers. One approach targeted shoppers who matched the psychographics of keto enthusiasts. A second approach concentrated on a custom audience segment of shoppers who hadn’t visited a Walmart location between 30 and 90 days from the date of the campaign. Sola then layered a custom list of ZIP codes to set additional location filters so that the ads were only served in areas near Walmarts that carried Sola products.

This strategic use of GroundTruth’s targeting capabilities drove close to 1k lapsed Walmart customers to stores, which accounted for 38% of the total visits attributed to the campaign. Tactics targeting current customers resulted in 1,172 visits, or 45% of the campaign’s total in-store visits.

Mobile Landing Pages, a customizable and dynamic creative solution for GroundTruth clients, made it easy for these keto enthusiasts to understand that their local Walmart carried Sola products thanks to enticing creative images that put the location of the store front and center, complete with address, directions, and a map. This effective, yet simple messaging stuck in the minds of Sola’s audience. Most visits took place anywhere from one day to two weeks after viewing the ad, with a peak in performance at one week.

Real Business Results​

Sola demonstrated the power of its brand to Walmart, thanks to GroundTruth’s hyper-focused Audience and Location Targeting solutions. Their month-long campaign resulted in 7.4k visits to Walmart stores. But quantity was only part of the success. Sola connected with customers who normally did not shop at Walmart, by letting them know that they could find food that supported an important part of their lifestyle. As a result, Sola drove over 3k new shoppers to Walmart stores. The majority of those visits happened between one day to two weeks after viewing the ad. Sola’s ability to reach their key audiences and drive them to Walmart retail locations to make their purchase incentivized the big-box giant to add Sola products on shelves in 400 additional Walmart stores.

Being able to prove that our brand brought in thousands of customers to Walmart stores has been super valuable to our relationship. The result of our marketing efforts with GroundTruth technology has helped us expand to an additional 400 Walmart stores, tapping into a new audience and helping to establish our brand within new communities.

Sandra PulidoMarketing Manager at The Sola Company

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2021 Summer Foot Traffic Trends

With summer officially behind us, we review travel-related visitation trends during the three major summer holidays to better understand the rate of recovery across several consumer categories and what that means for the upcoming holiday season.   

Let’s take a look at GroundTruth’s Foot Traffic Tracker data to see how many shoppers visited electronic stores, home improvement centers, retail locations, and restaurants this summer. 

Labor Day

Labor Day Weekend generated strong visitation across all categories. Home improvement continued to trend higher among the three categories as consumers likely looked to take advantage of the summer weather to get last minute projects completed. Retail also saw a modest uptick as many families looked to get ready for the upcoming school year.

4th of July

4th of July Weekend showed a slight decrease in retail-related foot traffic as consumers took advantage of the warm weather to get outside instead. In fact, according to the Lean Report: Travel, visits to national parks rose 35% in July compared to typical levels. 

Memorial Day

Memorial Day Weekend started the summer off strong with high rates of consistent foot traffic across all categories. Consumers were clearly ready to get out and enjoy the warm weather and prepare for the months to come by patronizing restaurant, home improvement, electronics, and retail locations. 

Summer Foot Traffic Trends Inspire Positive Holiday Foot Traffic Projections

A positive summer foot traffic season and an overall improvement in foot traffic compared to 2020 is generating optimism for a strong holiday season in retail.

Industry forecasts predict a 7% to 9% increase in holiday retail sales (as compared to 2020) — totaling to up to $1.3 trillion during the November-January period. A stark difference to last year’s e-commerce trends, this year only 14% of U.S. shoppers say that they won’t be shopping in-store this holiday season.

Preparing your advertising plan for the upcoming holiday season? Consumer behavior changes as much as the seasons do. Don’t forget to winterize your advertising budget so you don’t miss out on any shoppers.

The post 2021 Summer Foot Traffic Signals Positive Holiday Shopping Season appeared first on GroundTruth.