Half Price Books has partnered with Reveal Mobile to utilize its geofencing and digital campaign measurement platform to optimize its marketing efforts.
The retailer will tap into Reveal’s Visit Local solution to measure incrementality from paid social and programmatic campaigns, create and activate custom audiences based on places consumers shop and understand store-level analytics such as visitor volume, frequency and competitive analysis.
“Visit Local will provide Half Price Books with the information we need to help us learn more about our customer base,” said Becky Gomez, Marketing and Ecommerce Director for Half Price Books in a statement. “The data Visit Local provides will help us make important decisions to help continue the growth of our bookstores.”
The partnership with Reveal Mobile is similar to Half Price Books’ approach to growth. The retailer expands into new markets by first learning about the needs of local communities to determine the right place and time for entry, and this strategy will now be extended to how it handles customer retention.
“In a market where retailers place a premium on new customer acquisition and ad effectiveness, Half Price Books continues to demonstrate category and strategic marketing leadership by using Visit Local, our self-serve geofencing platform,” said Brian Handly, CEO of Reveal Mobile in a statement. “The HPB team now has the ability to tie store foot traffic to ads they run across social media and other digital channels, proving incrementality with every campaign.”