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Factual Closes the Measurement Loop for Major Department Store

INDUSTRY

Retail

The Challenge

Amid the buzz of a busy holiday shopping season, a major department store wanted to leverage a mobile campaign to increase foot-traffic to their Cosmetics & Fragrances departments.

The Solution

The department store built an innovative strategy across both mobile and tablet, including Geopulse Audience mobile segments, paired with Factual’s Geopulse Measurement solution. Powered by measurement partner DoubleClick Campaign Manager, Geopulse Measurement provided a neutral assessment of foot traffic across the entire campaign.

The Results

HOLISTIC MEASUREMENT

The department store was able to measure in-store visits across the entire campaign, allowing for a deeper understanding of campaign performance across both mobile and tablet.

REAL WORLD IMPACT

The mobile tactics earned the Department Store an overall 0.14% visit rate that was driven by Factual’s Holiday Beauty Shopper segment with a 0.55% visit rate.

BEHAVIORAL INSIGHTS

Department Store shoppers are more mobile on the weekends with 38% of conversions occurring on Friday and Saturday and minimal foot traffic on Sunday, Monday, and Tuesday.