The Challenge
The objective was clear:
- Increase in-store sales potential for the Actiwear collection within a highly competitive retail environment
- Re-engage high-value consumers who had previously visited Penti stores
- Activate high-intent users in proximity to selected store locations
- Prove measurable offline impact through deterministic footfall measurement
The goal was not impressions — it was verified store visits.
Strategy: Dual-Layer Location Intelligence
We implemented a two-layer targeting architecture powered by Azira’s location intelligence:
1. Historical Targeting (HT)
Re-engagement of women aged 18–44 who had visited Penti stores within the past three months.
These users demonstrated prior purchase intent and brand affinity.
2. Real-Time Targeting (RT)
Polygon-based geo-fencing was deployed around 30 selected store locations.
When users entered these zones, dynamic creative was triggered in real time.
This ensured messaging was delivered when physical proximity and purchase intent intersected.
Creative & Experience
The campaign deployed Rich Media In-Map formats designed to create a frictionless path to store:
- Store pin integrated directly within the ad creative
- One-click “Get Directions” CTA linked to Google Maps
- Dynamic creative variations optimized by location, time, and performance signals
- Tactical offers such as “Buy One, Get One” deployed to drive short-term spikes in traffic
Formats used:
- 300x250 In-Map Banner
- 320x480 Vertical Rich Media
This was performance-first creative, not static branding.
Media Performance
- Total Impressions: 2,340,519
- Total Clicks: 16,559
CTR Performance:
- 300x250 In-Map: 0.65%
- 320x480 Rich Media: 1.12%
- 73% higher CTR in rich media format
Engagement validated that contextual, location-aware messaging significantly outperformed standard placements.
Footfall Measurement & Incrementality
Using Azira’s deterministic footfall modeling, exposed users were compared against a statistically matched control group.
Key Results:
- Total Verified Store Visits: 2,708
- Exposed Footfall Rate: 0.278%
- Control Footfall Rate: 0.216%
- Attribution Lift Index: +28.7%
Users exposed to the campaign were 28.7% more likely to visit a Penti store compared to non-exposed users.
For every 1,000 impressions, the campaign generated 1.16 verified store visits.
This confirms real behavioral impact — not modeled assumptions.
Behavioral Insights
Analysis revealed:
- The most responsive segment: Women aged 26–35 (61% of total conversions)
- 18–25 segment contributed 39%
- High-performing micro-segments included:
- Professionals (2.4x index)
- Affluent urban consumers (1.8x index)
- Travel-oriented lifestyle users (1.6x index)
The campaign did not drive generic traffic — it drove high-intent, premium urban shoppers aligned with the Actiwear proposition.
Temporal Performance Patterns
Footfall peaked on:
- Monday
- Tuesday
- Friday
This pattern validates a “week-start intent + weekend shopping” behavioral model within the Actiwear category.
Notably, a significant portion of store visits occurred within the first 72 hours of ad exposure — highlighting strong short-term action impact driven by RT targeting.
Strategic Learnings / Conclusion
The Penti Actiwear campaign demonstrates a clear, measurable link between mobile media exposure and verified retail visitation.
Through precision targeting, dynamic in-map creative, and deterministic footfall measurement, the campaign delivered:
- Proven incremental lift
- Premium audience activation
- Verified offline business impact
This model positions Penti’s Actiwear strategy as a benchmark for next-generation, performance-driven retail media.
- Location-triggered mobile engagement directly drives store traffic in performance retail categories.
- Dual-layer targeting (HT + RT) significantly enhances incremental lift.
- Micro-segmentation by age and lifestyle should be deepened in future activations.
- High-performing stores should receive retailer-level budget optimization in subsequent waves.
- A 72-hour high-intent remarketing funnel should be implemented to maximize post-exposure conversion.
