To meet this objective, NÜ designed a programmatic strategy built on geofencing, combining geographic targeting, behavioural audiences and foot traffic measurement. The approach aimed to reach the consumers most likely to visit the store in person, in order to assess the campaign's real impact on store visits.
In a sector where purchasing decisions often follow a weekly cycle rather than happening on the spot, the challenge was also to measure performance beyond impressions and clicks, to better understand the time between ad exposure and a store visit.
Over three months, the campaign delivered nearly one million impressions and reached more than 300,000 people, with 395 store visits attributed to it, all while maintaining viewability well above industry benchmarks.
Objectives
- Drive more foot traffic from qualified local customers.
- Reach consumers already interested in organic and natural products.
- Maximize visibility while keeping ad frequency under control.
- Measure the real impact of the campaign on in-person store visits.
Methodology
Using geofencing to drive store visits
The strategy relied on a 15 km delivery radius around the store, so that investment was focused on consumers with a real likelihood of visiting in person.
Combining multiple purchase intent signals
Rather than relying on a generic audience, several audiences were activated to identify the profiles most likely to convert:
- consumers interested in healthy eating
- healthy cooking enthusiasts
- people searching for organic vitamins
- visitors to competing stores
This approach made it possible to compare each segment’s performance and gradually optimize delivery.
Measuring foot traffic
Beyond traditional media metrics, the campaign aimed to measure its impact on in-store traffic.
Using a foot traffic attribution solution, it was possible to estimate the number of visits generated after ad exposure and to analyze both the time between exposure and visit and the time spent in store.
This approach made it possible to assess the campaign’s real contribution to a concrete business objective, beyond impressions and clicks.
Analyzing visit quality
Beyond the number of visits, the strategy included an analysis of time spent in store and return frequency, to distinguish a quick stop from a genuine shopping trip.
Targeting Strategy
A hyperlocal approach
Adults within a 15 km radius of Sainte-Thérèse with an interest in organic and healthy food.
Affinity and intent-based segmentation
Activated audiences included:
- Healthy cooking enthusiasts
- Visitors to competing stores, captured through geofencing
- In-market audiences for organic products and natural vitamins
The results quickly identified the segments delivering the best return.
Media Environments
Key Performance Indicators
Impressions and unique reach
Average frequency
viewability rate
Click-through rate
Store visits & cost per visit
Visit frequency and dwell time
Time from ad exposure to visit
Results Generated
1,000,000+ impressions delivered
300,000+ people reached
395 store visits attributed
0.17% click-through rate (Canadian average benchmark: 0.10–0.20%)
84.63% average viewability (IAB Canada average benchmark: 70%)
75.3% of visits came from a single exposure
24.7% of visitors returned more than once
61%+ of visits lasted longer than 30 minutes in store
Key Takeaways
Behavioural targeting outperforms broad demographic targeting
The campaign shows that targeting based on behaviours and purchase intent can generate more store visits than a broader approach. Performance analysis identified the most responsive segments and steered optimizations toward the audiences with the highest conversion potential.
Geofencing turns purchase intent into real visits
The competitor store visitor segment demonstrated geofencing’s ability to reach an audience already engaged in a comparable shopping journey.
Visitors actually shopped
More than 61% of visits lasted longer than 30 minutes, and no visits under five minutes were recorded. Exposed consumers didn’t just stop by the storefront: they made a genuine store visit.
The ad effect extends over several weeks
The first visits appeared on the day of exposure, but a significant share of conversions also occurred between 3 and 30 days after delivery. This window confirms the importance of measuring foot traffic campaigns beyond the last click and giving consumers time to work the brand into their regular shopping cycle.
