Eyewear innovator Coastal Contacts gained a new view into online and offline results when it used Atlas to clarify multi-touch customer journeys and prove that online activities trickled down to offline activity. With over 6 million customers worldwide, Coastal Contacts is the largest online retailer for eyeglasses, contact lenses and sunglasses and uses many online advertising channels to reach its customers.
People-based measurement let Coastal Contacts see a clear connection between its online advertising and in-store sales, illuminating new paths to conversion that cookies alone never could have revealed. Using Atlas, Coastal Contacts understood:
Direct connections between online influence and in-store purchases
Atlas accurately showed how online ads directly influenced in-store traffic and purchase behavior, revealing that 50% of in-store buyers had previously been exposed to online ads. This allowed Coastal Contacts to directly correlate the ROI for online ads with in-store sales, helping their marketing team consider new calls to action – such as in-store promotions – for online ads.
Options for retargeting proven customers
The study also revealed that at least half of online ads were being served to recent purchasers. Coastal Contacts plans to use these people-based insights in the future to optimize ad spend by making sure ads intended for new customers are not served to existing buyers.
Demographic comparisons between in-store and online conversions
People-based reporting and measurement uncovered the actual age and gender breakdowns for both online and offline buyers, helping Coastal Contacts more accurately target potential buyers with relevant creative. In addition, Atlas helped them test how online advertising targeted to new demographics, including female and older age cohorts, influenced in-store sales.
Opportunities for a high yielding audience
Atlas let Coastal Contacts target a high-potential audience with new relevance, using the clarity people-based measurement illuminated to drive online ads aimed at increasing offline conversions
Identity data gives advertisers 20/20 vision for ad serving or tracking. Atlas offers clarity into the whole picture of ad campaigns for on and offline conversions.Braden Hoeppner, CMO at Coastal Contacts