Advirtis

Driving More Foot Traffic for a National Footwear Retailer

Client

A leading national footwear retailer wanted to increase store visits during a seasonal sales push. Their objective was to engage both loyal customers and new high-value shoppers who were likely to purchase in-store.

Challenge

The retailer operated in a highly competitive retail environment with multiple footwear options nearby. Key obstacles included:

  • Limited visibility into what was actually driving store visits.

  • Needing hyper-local messaging that resonated at the neighborhood level while maintaining overall brand consistency.

  • Optimizing for measurable in-store traffic within a 10–15 mile radius of each store.

Strategy

SilverBack deployed a Precision Playbook tailored for retail foot traffic growth:

  • Location-Based Targeting: Geofenced stores and nearby high-traffic zones, capturing device IDs for retargeting.

  • pDOOH + Mobile Retargeting: Delivered premium digital out-of-home ads in malls, transit hubs, and retail corridors, then retargeted exposed audiences via mobile display ads.

  • Audience Enrichment: Layered third-party purchase intent and lifestyle data to target likely in-market footwear buyers and high-spend households.

  • Dynamic Creative Optimization: Localized messaging by store and time of day, using urgency-driven prompts like “In your area” and “Today only.”

  • Channels & Budget: 6-week campaign using programmatic display, video, pDOOH, and mobile retargeting with an $85,000 budget.

Results

  • +48% lift in in-store visits vs. pre-campaign baseline.

  • Achieved $4.20 cost per store visit, tracked via mobile location data.

  • Generated 6.3x ROAS based on average purchase value.

  • Delivered a 21% post-campaign traffic halo lasting for 3 weeks after campaign completion.

Conclusion

By combining location intelligence, precise audience targeting, and dynamic creative, SilverBack helped the retailer achieve measurable increases in store visits at a highly efficient cost. The multi-touchpoint approach ensured ads were seen by high-intent shoppers, while localized creative made the messaging feel personally relevant. This strategy proved that hyper-local targeting with omnichannel execution can transform seasonal pushes into sustained traffic and sales growth.