Review: Cost to drive store visits differs widely by category, mobile most effective channel

Location cleverness provider Cuebiq has released the latest Footfall Attribution Benchmarks report . The report asserts that it expenses just over $23 on average for merchants and others to drive “ each pregressive in-store visit. ”

Among the several channels compared, in-app advertising was also found to be the best at delivering in-store customers versus the web and cross-platform ads. Put simply, if you had to pick one platform, it might be in-app mobile advertising.

Cuebiq found the following “ go to rates” by platform:

  • Web — 3. 2009 percent
  • In-app  — 4. 21 percent
  • Cross-platform (web and mobile) — 4. 03 percent

Visit rate reflects the particular percentage of people exposed to the marketing campaign who later went into a store. The business says these values should be utilized as a benchmark to evaluate campaign functionality and were drawn from information across categories in 2017.

The report also talks about visit rate by vertical. Associated with 18 categories examined, convenience shops saw that highest percentage associated with visitors after campaign exposure whilst automotive (i. e., dealers) noticed the lowest. This makes sense given the in the nature and size of the purchases.

From all the data the organization was able to calculate an aggregate “ cost per incremental visit” (CPIV) rate for each vertical. The company describes CPIV as “ the budget invested to receive one incremental visit through the exposed group, compared to the visits through the control group. ”

The most expensive CPIV was general store at $54. 51, which was then home appliances ($52. 29). Convenience shops, which had the highest overall check out rate, had the lowest CPIV ($1. 81). Financial services (banks) had a CPIV of $4. 48. Electronics suppliers were also under $10 using a median CPIV of $8. seventy.

The report furthermore features additional data and some fascinating case studies for CPG, QSR, fitness, telco and retail. The particular QSR case study reflects that out-of-home (OOH) outperforms mobile-only but that will OOH and mobile combined produced a more than 2X lift more than OOH only.

Area data are now invaluable as a device to measure media performance and may yield insights into a wide range of queries, including which media (online plus offline) are most efficient at providing in-store visitation.


Concerning the Author

Greg Sterling is really a Contributing Editor at Search Engine Property. He writes a personal blog, Screenwerk , about connecting the dots in between digital media and real-world customer behavior. He is also VP associated with Strategy and Insights for the Nearby Search Association. Follow him upon Twitter or find him from Google+ .

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