Today, we are thrilled to announce the latest innovation to Foursquare Attribution, Sales Impact. Sales Impact empowers marketers to measure the entire customer journey – from exposure to visit to purchase. By bringing location and purchase insights together at your fingertips, you’ll uncover a holistic view of the full path to purchase and how your advertising impacts ROI.
The State of The Complex Journey
As consumers, we now have more ways than ever to buy the things we need and want – online, in-store, and blended journeys combining the two. Yet, even with this proliferation of paths to purchase, 84.9% of retail sales in 2023 were made in-store and 72% of consumers still shop in-store every week. It’s safe to say that brick-and-mortar stores are far from obsolete and measuring the effect of advertising on driving in-store visits and sales should be part of any marketer’s KPIs.
For 15+ years, advertisers have used Foursquare Attribution to prove that their marketing campaigns have driven foot traffic into locations and, in many cases, even used visitation to estimate sales. However, with the sophistication of a marketer’s remit to be more closely aligned to core business objectives like revenue, estimates are no longer enough, and there is a demand for actuals.
Overcoming “The Browsing Effect”
Still, gaining visibility into what really happens after a customer visits a store has long been difficult, and keeping up with ever-changing customer behavior continues to challenge marketers. Many are left with unanswered questions… We’ve learned how to drive incremental visitors to our locations, but what happens after that? Did we motivate them to buy? Or, worst of all, did the campaign deliver customers to the store to just kill time browsing?
With the release of Sales Impact, Foursquare is offering a truly differentiated way to overcome “the browsing effect” and answer these long-confounding questions with multidimensional, holistic measurement.
What Sets Sales Impact Apart
We are proud to have built the industry-first in-house measurement solution to report on visitation and purchase data using a unified methodology and user interface. Sales Impact expands upon our market-leading attribution capabilities to measure the entire customer journey with comprehensive reporting across visitation and purchase conversion types.
Unlock a full customer journey understanding
With Sales Impact, you can interpret performance from impression to visit to purchase using a common methodology for comparative analysis across the entire purchase journey, which allows you to make confident business decisions and drive results.
Gain more granularity & insights
With omnichannel learnings from over seventeen new metrics, like average basket size and sales lift, you’ll be able to maximize ROI – all with the customization and clarity you love with Foursquare Attribution today. With more metrics at your disposal, you’ll have a greater ability to assess performance and areas of opportunity, leading to a better path to driving strong results, campaign after campaign.
Take action on real-time reporting
You’ll receive reporting updates throughout your campaign to make optimizations in flight. Reporting updates mid-flight makes insights actionable at the time when you need them without having to wait for the next campaign to refine your strategy.
Get started with ease
We’ve made it easy for advertisers to start using Sales Impact or add it to campaigns you’re already measuring with us using common processes, feasibility checks, and a familiar reporting experience.
Why It Matters
With more metrics across visitation and purchase at your disposal, you can answer more complex questions about your business and elevate the actionability of your campaign results. Move beyond the binary of whether a campaign was successful in driving lift on one outcome and consider the full journey. Imagine a scenario where visit lift was present in your campaign, but sales lift was not. This could prompt discussions of whether you should improve the store experience or merchandising. Maybe you want to understand which partners or channels are most successfully driving sales to strategize investment. Or which creative message is driving the most transactions after a visit to refine your brand strategy.
Start Measuring
Sales Impact can answer all of these questions and more. Get started now to uplevel the value you receive from your measurement, with the insights you need on the full customer journey to make better marketing decisions during your campaign and maximize ROI.
