Under €15 per store visit
Retail
Reach
A designer outlet brand could only reach tourists once they had already arrived. Navigator targeted them up to 180 days before they flew, with footfall measurement tracking visits back to the campaign.
The Challenge
A designer outlet brand operating multiple retail centers across EMEA was struggling to reach travellers before they arrived in each of the destinations they served.
Whereas tourists represented significantly higher average transaction values compared to local shoppers (making them a crucial target audience) they could only reach them whilst they were in destination but had already made their trip itinerary decision.
Whilst wanting to reach travellers before they boarded their flights, the brand needed to maintain a specific cost-per-store-visit threshold for their campaigns to remain profitable.
They required a solution that would reach high-intent travellers at scale and influence their shopping plans before they even departed for their trips and track these tourists into their centers to trigger an in store attribution event.
The Strategy
Navigator targeted travellers across EMEA up to 180 days before they flew into each destination where the outlet brand had retail centers.
This extended pre-travel window allowed the brand to influence shopping plans before travellers even departed, positioning the outlets as must-visit destinations.
The Navigator team majored on the weeks prior to departure so that a visit to these outlets was already on the intinerary of many of these travellers.
Because of significant historical success in this sector, the Navigator team were able to advise that video creative performed significantly better than static creatives on social, which meant the campaign hit the ground running and delivered visitors from day one.
The campaign utilised Navigator's footfall measurement partnership to track exactly how many people visited the outlets as a direct result of the advertising.
This closed-loop attribution provided definitive proof of campaign effectiveness and allowed for continuous optimisation based on actual store visit data.
The Results
€15
Under €15 cost per store visit, meeting profitability thresholds.
Visitors
Tens of thousands of incremental store visitors over sustained campaigns.
Footfall
Verified footfall attribution proving direct campaign impact.
The Conclusions
Persuading customers to make decisions ahead of their purchasing moment leads to exceptional results. By influencing shopping plans before travellers depart, outlet brands can secure their position as must-visit destinations, driving incremental traffic that wouldn't occur from spontaneous discovery alone.
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