Encouraging In-Store Shopping

Success Story
We were looking for an effective new way to drive shoppers into our stores, so we decided to launch a full-funnel ad campaign leading up to Thanksgiving and Black Friday. We ran Facebook video and photo ads using the store traffic objective to reach shoppers within a specified radius around our stores. The campaign performance was so exceptional that we extended it through December!
-DONNA COLACO, CHIEF CUSTOMER OFFICER

11X

Return on Offline Ad Spend

3X

Return on Online Ad Spend

5%

Increase in In-store Traffic

THE CLIENT

Pier 1 is a retailer specializing in imported home furnishings and decor, particularly furniture, table-top
items, decorative accessories, and seasonal decor.

  • Stores: 1,000+
  • Location: US/Canada
  • Founded: 1962
  • Revenue: 1.8 billion

THE ASK

Pier 1 wanted to attract more holiday shoppers, encourage them to visit its brick-and-mortar locations and increase in-store product sales.

THE SOLUTION

Social Fulcrum built mobile-first video creative with branding in the first few seconds and text overlays that worked well with or without sound. The ad included messaging that emphasized sales and in-store discounts when shopping on Black Friday and had a “Get Directions” call-to-action button that opened to a map with the store’s location. Pier 1 showed this ad to US women aged 18 and over.

Next, Social Fulcrum built a Facebook photo ad in carousel format showing seasonal tableware along with messaging: “Get 50% off dinnerware & drinkware in-store and online this weekend only!” Each carousel card had a “See Details” call-to-action button that linked to that item’s product page on the brand’s website. Pier 1 showed this ad to US adults aged 18 and over, and to a Custom Audience of people who had purchased on the brand’s website in the last 30 days.

The team then ran a Facebook photo ad showing holiday candles along with a “Get Directions” call-to-action button. It showed this ad to US adults aged 18 and over, and to a Custom Audience of Pier 1 clearance sales shoppers as identified by Social Fulcrum.

Social Fulcrum used automatic placements to deliver the ads in either Facebook News Feed or Marketplace, depending on which platform was most likely to drive the best campaign results at the lowest possible cost at any given time.

The Result

Results were determined using reporting data from Facebook Ads Manager plus offline conversion data from the third-party reporting system LiveRamp, which together reported: 11X return on ad spend for offline, 3X return on ad spend for online, 5% increase in in-store traffic.