Upscale regional supermarket chain leverages Zenreach to drive younger shoppers into stores
Founded in 1951, Gelson’s operates 27 grocery store locations in Southern California. The high-end chain is known for its superior-quality produce, meat, and seafood, its vast selection of wine and liquor, and its exceptional customer service.
As a consequence of the supermarket chain’s inability to find reliable targeting and measurement, the performance of Gelson’s marketing campaigns were being measured based on inadequate metrics like click-through rate. Gelson’s was in search of an innovative new solution that would allow them to understand their customer visitation behavior more holistically as well as enhance their targeting and measurement capabilities.
Historically—likely due to its presence in predominantly affluent neighborhoods—the Gelson’s customer base has tended to skew older. Prior to engaging with Zenreach, the brand had used digital campaigns in an attempt to drive a younger clientele into their locations, but the results were inconclusive as Gelson’s was unable to quantify the in-store results.
Gelson’s implemented the Zenreach Walk-Through™ marketing solution across all of its 27 locations with the hope of gaining an understanding of what campaigns, tactics, and creative was influencing a younger demographic to come into their stores.
By experimenting with a variety of messaging in its online marketing collateral and then iterating to optimize results, Gelson’s was able to develop a tightly-honed strategy to reach younger audiences with effective advertising creative.
“Zenreach has enhanced our ability to collect actionable, in-store customer data to improve the ways we communicate with both new and repeat Gelson’s shoppers.
As a byproduct, we now have a greater understanding of the true impact that our digital efforts are having on store revenue. We look forward to continuing our work with Zenreach in attracting a mobile-first audience to broaden our reach.”Yvonne Manganaro, Vice President, Marketing
Within 90 days of implementing the Zenreach solution, 53.6% of all campaign-influenced Walk-Throughs—that is, people who came into a Gelson’s location in response to seeing an ad served by the Zenreach platform—were between the ages of 18 and 34 years old. By leveraging more deterministic in-store data, the supermarket chain was able to recognize an incredible 17:1 ROI on its social campaigns—and most importantly, made huge increases in the targeted youthful consumer demographic.