45% More Weekend Foot Traffic With Programmatic DOOH and Geo-Targeting

Fashion retail store with shoppers during a weekend drive-to-store campaign

The Challenge: Strong Brand, Flat Store Traffic

A fashion retail chain with over 80 stores nationwide had strong online brand recognition but stagnant weekend foot traffic -- the period that accounts for 55% of in-store revenue. Previous media campaigns focused on awareness metrics with no measurable link to actual store visits. The retailer needed a partner that could bridge the gap between digital impressions and physical store entries, with hard incrementality data to prove it.

We designed an omnichannel drive-to-store campaign activated through three synchronized channels: programmatic DOOH screens near point-of-sale locations bought on CPM via Xandr, geolocated mobile display ads triggered by proximity, and Meta social ads with store-locator CTAs. Every element was optimized toward a single KPI: measurable incremental store visits. We delivered a 45% weekend traffic increase and a 32% reduction in cost per visit within the first 4 weeks.

How We Delivered It

A synchronized omnichannel activation on Xandr and Meta, designed to maximize store visits and measure real-world impact down to the store level.

Programmatic DOOH on Xandr

We activated premium digital screens within a 10-minute drive radius of each store via Xandr, buying on CPM with dayparting to maximize weekend exposure during peak shopping hours. Creative rotated based on local promotions and weather conditions.

Geolocated mobile display

We served mobile banners to users within defined catchment zones, using real-time location data to trigger ads when potential shoppers were physically nearby. CPC-based buying ensured we paid only for engaged clicks to the store locator.

Meta social ads with store locator

We ran dynamic Facebook and Instagram ads featuring the nearest store location, current promotions, and a one-tap directions CTA. CPM buying on Meta gave us cost-efficient reach within each store's trade area.

Incremental visit measurement

We implemented an exposed vs. control group methodology using anonymized mobile footfall data to isolate the true campaign-driven uplift -- not just correlations, but statistically validated incrementality at every store.

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Why Kalithea Made the Difference

Precision geo-targeting, store by store

We built custom catchment-area maps combining trade-zone data, mobility patterns, and competitive proximity for each of the 80+ locations. No generic radius targeting -- every activation zone was tailored to real consumer behavior.

Cross-channel sequencing that compounds

We coordinated exposure across DOOH, mobile, and social to create multiple touchpoints along the consumer journey from awareness to store visit. A shopper who saw the DOOH screen received a mobile follow-up within hours, then a social reminder the next morning.

Transparent cost-per-visit reporting

As an independent agency, we provided a robust incrementality framework with exposed/control panels, confidence intervals, and cost-per-incremental-visit reporting at the individual store level. No vanity metrics -- only verified visits.