Dstillery Gets Customers in the Door for a Leading Quick-Serve Restaurant
A leading quick-serve restaurant wanted to expand their audience among college students and turned to Dstillery to help them drive traffic to the store locator page of their web site as well as in-store traffic.
To build a unique and in-market audience, Dstillery analyzed pixel data from the store locator page of the client’s web site. Then, our data scientists used this initial data set to identify consumers who were acting similarly to the client’s current customers. To create this new, custom segment, we used location-based signals from the restaurant chain and their competitors as well as data from universities to ensure we were encompassing a variety of prospective customers.
Next, we retargeted these likely prospects on their mobile devices in two ways:
- Hyperlocal Targeting – Dstillery reached prospective customers on their mobile device when they were in one of the places we used to create the custom segment.
- Location Retargeting – Dstillery captured location data from the above locations, and served mobile and tablet ads later in the day to increase engagement and ultimately drive foot traffic to the stores.
To track results, Dstillery partnered with Placed, the leading location analytics and mobile attribution company, to track how many consumers exposed to the ads subsequently visited the restaurant locations. Astonishingly, the client saw a 111 percent increase in store visits! The campaign drove a mobile click-through rate of 0.6 percent, which is 65 percent above the industry average for the food and beverage industry.
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