Asda reports 60% uplift in store visits following targeted mobile campaign trials
Retailers including Asda and Starbucks have reported an average 60 per cent increase in store traffic following targeted mobile campaigns which they trialled earlier this year.
The retailers used xAd’s platform, which tracks over 160 million individual consumers' device IDs and locations.
Nielsen was commissioned to measure the extent to which mobile ad campaigns directly impact and drive store visitation as well brand awareness, as opposed to click-through-rates.
The results indicated both greater brand awareness and an increase in store visits.
“The trial has shown us the true potential for location-based campaigns,” said Chris Chalmers, head of digital marketing at Asda.
“Early results show a real lift in store visits and we can see the impact of specific promotions which is critical in the run-up to Christmas.”
Meanwhile Ian Cranna, vice president marketing and category EMEA at Starbucks, explained the trials have allowed it to gather insight on the content that resonates most with consumers.
“Starbucks prides itself on being a mobile innovator and we strongly believe in the use of the channel to engage potential and existing customers,” he added.
The trails initially ran in the third quarter of this year.