Starbucks and Asda push geotargetting campaigns to attract festive footfall
The location-based campaign powered by xAd measures what it calls "store visitation lift", analysing whether more customers come through the doors.
The location-based campaign powered by xAd measures what it calls "store visitation lift", analysing whether more customers come through the doors.
Starbucks and Asda have launched location-based campaigns to lure punters into local stories over the festive period.
Using geotargetting network xAd, both companies have claimed to record improved footfall whilst launching brand and product awareness campaigns.
The xAd network tracks consumers’ device IDs and locations, using that information to deliver precisely targeted advertising.
The location-based campaign measures what it calls “store visitation lift” – analysing whether more customers come through the doors.
Ian Cranna, Starbucks’ EMEA marketing chief, said: “Historically reliant on click-through rates, the mobile industry has struggled to showcase the full impact and potential of the mobile channel.
“Starbucks prides itself on being a mobile innovator and we strongly believe in the use of the channel to engage potential and existing customers.”
Chris Chalmers, head of digital marketing at Asda, said: “The trial has shown us the true potential for location-based campaigns.
“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.”
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Starbucks is on the ball with its social marketing at the moment! Great to see.