WHITEHOUSE STATION, N.J. -- Convenience-store retailer QuickChek collaborated with technology provider PlaceIQ for a series of location data-powered campaigns. These campaigns sought to drive visitation to QuickChek locations among brand loyalists, gain market share from competitors, attract new customer categories and measure campaign success for promoting in-store visitation.
Key among the results of the campaigns, run by AboveNation Media in cooperation with Domus Inc., was a nearly 83% visitation lift over a control group, as measured by PlaceIQ’s Place Visit Rate (PVR) metric, a standard in foot traffic attribution.
PlaceIQ also powered the audience insights behind these campaigns, revealing audience affinities for competitive retailers, quick-service restaurants (QSRs), TV shows and more.
These insights have played an integral part in informing QuickChek’s future media and creative strategy, the company said, as well as acting as a core component of its overall retail expansion strategy.
“We’re always looking for a new way to connect our daily offers to customers that are out and about during their busy day. QuickChek has great tasting, high-quality food and beverages at a great price, and PlaceIQ allowed us to ensure an exact audience engaged with our brand every day,” said Eric Rush, digital marketing manager for QuickChek.
“Location data is now allowing QuickChek to understand the consumer journey from start to finish, which delivers strategic advantage about how to scale their business via new retail locations, to reach more customers. This is a prime example of using location data as a versatile horizontal business enabler,” said Duncan McCall, CEO and co-founder at PlaceIQ. “QuickChek has driven tangible success by surrounding itself with partners committed to marketing innovation."
Steve Minichini, CEO of AboveNation Media, said, “PlaceIQ allowed AboveNation Media to connect the dots between an ad exposure and an in-store visit. Measuring audience movement and actual retail visitation has been a game changer in terms of ROAS [return on advertising spending].”
PlaceIQ, New York, connects physical and digital activities across time, space and mobile devices to uncover opportunities to learn and connect with audiences. It is a location-based audience and insights platform that organizes a variety of consumer activity data around a targeted, precise location base map at massive scale. PlaceIQ uses its understanding of location and consumer activity to reach a targeted audience, and also to derive insights about consumer behavior to inform market and business strategies for national brands.
Based in Whitehouse Station, N.J., QuickChek has 145 convenience stores throughout the Hudson Valley, New Jersey and Long Island.
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