How Time and Place solutions drove in-store visits for one coffee brand in post-COVID Canada
See how our omnichannel solutions helped one coffee brand encourage more in-person coffee breaks in the aftermath of COVID-19.

2.8x

More likely to visit a store

54%

Reduction in cost of driving new customers

8%

Of visitors driven by MiQ’s omnichannel approach

Not your average opportunity

Our client, a global coffee chain, was committed to promoting a safe and familiar experience for their customers as stores began to reopen in Canada following lockdown. To achieve this, the brand wanted to encourage visits to their locations using mobile order payments across drive-through, in-store and curbside.

Their main goals were threefold:

Boost awareness for their rewards app as stores reopened following loosened COVID-19 restrictions.
Reassess and understand customer store visit patterns in a changed landscape.
Drive conversions through the app.

Not your average solutions

In order to build brand awareness for the app, influence orders, and drive visits to the store for pick-ups, we used an omnichannel Time and Place targeting approach to deliver the highest audience reach with the most impact.

Premium OTT targeting

We targeted video ads on premium over-the-top (OTT) inventory towards audiences based on contextual search behaviors, audiences who visited their store or a competitor store, and audiences who indexed higher for drinking coffee.

Desktop and mobile targeting

We targeted video ads on desktop and mobile devices towards loyalists and lapsed customers using CRM data, coffee drinkers with no affinity to a brand (QSR switchers), and audiences based on contextual search behaviors.

Display ads

Finally, we targeted display ads towards audiences who visited their store or a competitor store, and retargeted display ads based on connected TV (CTV) ad exposure.

Throughout the campaign we observed overall visitation and cross-visitation trends between the brand and its competitors to help us optimize, such as:

Spikes in visitation during the afternoon, which meant we could change focus from mornings to more afternoon pick-me-ups.
Increased local tourism due to global travel restrictions impacted the brand’s most visited locations, which meant we could optimize budget to regions and cities with higher footfall.
Younger audiences were mainly QSR switchers with less affinity to a specific coffee brand, which allowed us to leverage demographic nuances in the campaign.

Not your average outcomes

54% reduction in cost of driving new customers in-store
Audiences were 2.8x more likely to visit a store when exposed to our omnichannel campaign compared to those who were not
Users were 2.0x more likely to visit a brand location when exposed to a CTV and digital retargeting ad
MiQ drove 8% of the visitors through an omnichannel approach.

“This was the first omnichannel campaign we ran with MiQ, and our team was impressed by both the performance and the insights they uncovered. Not only did the campaign prove that omnichannel drives footfall and tangible outcomes, it went above and beyond to inform our next move. As the pandemic continued to accelerate the programmatic space, it was comforting to know we had a partner like MiQ to support us as we continued to reach audiences in new, efficient and meaningful ways.”

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