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How does the granularity of the measurement allow for investment optimization?
After months of closure due to the health context, the Beaugrenelle Shopping Center will reopen its doors in summer 2021 and is banking on the latest digital and data technologies to maximize the impact of its media campaigns. The new communication strategy meets 3 objectives:
Beaugrenelle consolidates the combined expertise of Numberly, Retency and MyTraffic to develop an innovative, granular, data-driven and omnichannel media strategy.
After conducting a neighborhood-by-neighborhood audit of the existing drive-to-store traffic in the customer catchment area using MyTraffic, Numberly designed and implemented an omnichannel drive-to-store activation plan (programmatic in-app campaigns, DOOH and metro stations) differentiated in terms of content and frequency according to the very specific geographic areas identified beforehand.
The traffic generated by this activation was precisely measured by Retency.
The results of this methodology are in:
+16%
of traffic in July and August compared to the previous year during this period
This collaboration with Centre Commercial Beaugrenelle was rewarded with two great recognitions:
