When it comes to measuring in-store visits, many marketers put on a sad face and try to change the subject as quickly as possible. Measuring the success of online campaigns is easy when it comes to reach or traffic. But when it comes to offline conversions, Facebook, Instagram & Co. quickly reach their limits, because after all, there are no cameras hanging in our stores that match the face to the Facebook profile.
And so we can estimate the ROAS (Return on advertising spend), but we almost never get really reliable figures on it, and that’s exactly what we need nowadays with the sometimes multi-million budgets that are invested in our online campaigns. But how do you manage to measure the success of your online campaign on site at the PoS?
Yes, this option is rather unsexy – but it can be very effective. Simply ask your customer at the checkout how they found out about you or how they became aware of you. This is already commonplace for online conversions, but offline people rarely ask you why they’re shopping at store XY in particular. Granted: this won’t give you accurate numbers. And you won’t be able to draw comparisons between different campaigns, because customers will rarely be able to tell you exactly which ads they saw. But for starters, this method is good for getting a feel for whether your campaign is bearing any fruit at all.
This option doesn’t exactly shine with innovation either – but it’s a cheap and quick way to implement. Periodically count how many people visit your store. Admittedly, this won’t work for larger grocery stores and other busy businesses. But it does for the shoe store around the corner. Now that you have determined the average number of visitors, you can run your campaign and determine through further observation whether your campaign is bringing you more visitors. But be careful: think carefully about which days you are comparing. Your store is certainly not as busy on a Tuesday as it is on a Saturday – so you shouldn’t compare those two days. Just as a day in the middle of mid-summer can’t be compared to the run-up to Christmas. While observations may seem a bit more tedious at first, it’s an inexpensive and easy way to test the effectiveness of a campaign.
Couponing is probably the most accurate but also the most expensive way to test the effectiveness of your campaign. Also, once you reach a certain purchase volume, you will need to assign staff to do this.
When couponing, there are several methods: for example, it would be possible for the customer to download a voucher via the link in your ad, which he then only has to show in the store to get a discount of X€. Now note how many people show the coupon and you will have reliable numbers about the success of your campaign.
Another option would be to pay the discount only when the receipt is presented. Redirect your customers from your ad to a page where they can upload the receipt. Now you can refund them an amount, give them another coupon, or promise special loyalty points – the sky’s the limit here.
Depending on the purchase volume, this campaign can be implemented well on its own. However, if you are expecting a number of coupon redemptions that you cannot implement on your own, we would be happy to recommend our partner Hashting.
As mentioned above, measuring online campaigns that rely on in-store purchases is fundamentally more difficult than selling through an online store. But with a little extra work, you too can measure the success of your next online in-store campaign. We wish you every success in doing so!
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