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Zenreach created Walk-Through Marketing to help businesses with physical locations dramatically improve customer acquisition and lifetime value by connecting digital marketing with in-store results. Zenreach Engage automatically tracks customer visits, effortlessly builds rich customer profiles and keeps them up to date. Zenreach Attract improves ad performance 4x by targeting audiences based on your best customers. Results are measured with our Walk-Through Rate™, a proprietary metric that shows when someone exposed to an ad visits a location. Founded in 2012, Zenreach serves thousands of independent merchants and leading brands like Peet’s Coffee, Ruth’s Chris and BCBG Max Azria.
1. Obu Ramen put an enormous amount of effort into their menus, decor and entertainment. But if no one shows up, all that work is for naught. General Manager Joshua Jones and his two-person team (social media coordinator and a marketing manager) are responsible for putting butts in seats.
2. Joshua’s team used a variety of methods to attract customers including print, social media and geofencing campaigns aimed at people in a specified mile radius surrounding the locations. However, proximity doesn’t always mean immediate interest. For example, the ads are often served to people who are patronizing other businesses in the area. These ads essentially become digital billboards keeping the VIG top of mind.
3. Overall, Joshua and his team found limited options to target audiences precisely. And because measuring in-store results can be difficult, they weren’t able to focus spending on programs with proven results.
Obu Ramen marketing team wanted to focus on new customer acquisition. They wanted to put a budget against programs that performed based on in-store results.Obu Ramen had been using Zenreach Engage to collect customer contacts and build an email list. Zenreach Attract makes it possible to use those contacts to build audiences for digital ads that are based on real customers, not the kind of digital approximations typically used for online targeting.
As our campaign matured, we began to collect sufficient data to perform in depth analytics. We identified the target audience and began our optimization strategy. We accomplished this by using lookalike audiences based on actual conversions from our clients website. The data extracted provided analytics we then applied to optimize the campaign and vice-versa. Consolidating insights allowed DSX to see the bigger picture and optimize accordingly.
Success would be measured using the Walk-Through Rate, the number of people who walk in after seeing an ad. Results would be explicit and allow Obu Ramen’s team to calculate campaign ROI to know if they had made a successful investment. Because the team is small, they needed a full-service solution that would give them control and visibility into the process without eating up their valuable time.
Since taking over the account we have increased visits to our clients site by an astonishing 42%. Revenue is up 21%. We predict continued growth as we have increased our budget and will continue to implement our strategy more broadly across the country.
Since they’ve been running ads with Zenreach, Obu Ramen has seen over 90,000 Walk-Throughs which are directly attributable to marketing. Joshua says, “We’ve actually had to turn some ads off early because of the overwhelming response for reservations on holiday events.
Joshua has precise information about what her ads are doing. On average, across all their campaigns, they have managed to reduce the cost of a new customer visit to just $2.46. Assuming an average per person ticket price of $20, that means they are achieving an 8.14 return on their ad spend with just the first visit!
Zenreach provides a way to measure the in-store success of campaigns. Joshua is able to optimize results for visits, not clicks. He says, “We can assess the creative with real data so we can take a proactive approach vs. reactive.