Albert Heijn

Utilising mobile location data to target infrequent  customers to visit in-store

AH DOOH Zomercampagne Stapelkorting uiting Lays
AH DOOH Zomercampagne Stapelkorting uiting Ben & Jerrys
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About this campaign
Drive footfall traffic in-store to increase sales
Objective
Across 73 postcodes in the Netherlands
Location
Sage and Archer, Resono, 24AM, Dentsu, and JCDecaux NL
Partners

Albert Heijn (AH) wanted to drive footfall traffic in-store to increase sales during summer months when much of their primary audience were on holiday, and specifically target infrequent and new customers to shop.

For this programmatic and mobile campaign, AH tapped into mobile-location data to determine when and where the target audience could be reached. Using this data, 73 postcodes across the Netherlands, where mostly secondary and tertiary customers lived, were served ads to drive them in-store, with specific promotions displayed according to their nearest AH store using store inventory data.

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