Zenreach, a provider of brick-and-mortar marketing solutions, recently began offering omnichannel visibility that allows businesses to see both online and in-store shopping attribution from online advertising efforts.
This new technology is a way of measuring return on ad spend, taking into account both online conversions as well as in-store Walk-Throughs for holistic measurement and attribution. Zenreach works with brick-and-mortar businesses to drive people into physical storefronts and can let companies know exactly how their online ad spend impacted their in-store foot traffic as well as their site traffic. With their point-of-sale integration capabilities, Zenreach can also identify the precise customer spend driven from marketing efforts.
“The new features we are rolling out today will allow our partners to measure the full impact of their digital campaigns by tying in-store Walk-Throughs and purchases directly to ad exposure. By utilizing our new technology, retailers will no longer have to guess whether or not the valuable ad dollars they are spending are having a positive impact on their business and bottom line. This is the future of omnichannel marketing,” said John Kelly, CEO of Zenreach.
Foot traffic is measured using the store’s guest WiFi signal to monitor when a customer enters the store, using deterministic attribution rather than the probabilistic models that the industry is more familiar with. This data can then be segmented to know which in-store customers have seen their online marketing campaigns and which customers have not.
Zenreach created Walk-Through Marketing to help businesses with physical locations dramatically improve customer acquisition and lifetime value by connecting digital marketing with in-store results. Zenreach Engage automatically tracks customer visits, effortlessly builds rich customer profiles and keeps them up to date. Zenreach Attract improves ad performance 4x by targeting audiences based on your best customers. Results are measured with our Walk-Through Rate, a proprietary metric that shows when someone exposed to an ad visits a location.
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