Connecting Marketing Performance to Real-World Store Visits

Connecting Marketing Performance to Real-World Store Visits

The Problem

As a brick-and-mortar retail brand, Plato’s Closet depends on store visits and transactions to drive growth. But traditional and digital marketing metrics only told part of the story.

Without a clear connection between local franchisee media campaigns and foot traffic, it was difficult to measure impact, optimize campaigns or give franchisees confidence in their marketing investment.

Connecting Marketing Performance to Real-World Store Visits

The Solution

Curious Jane developed a measurement framework designed to connect marketing performance with real-world behavior. By leveraging location intelligence and foot traffic data, we helped Plato’s Closet track store visit trends and better understand how marketing influenced in-store behavior.

The approach provided a clearer view of performance across markets and locations, giving franchisees more actionable insights and specific data points capturing real visits to their brick and mortar locations.

The Results

We improved visibility into foot traffic trends across locations by giving the brand the ability to measure the impact of marketing on store visits and better understand performance differences between markets. With deeper insights into where visitors were coming from—including key trade areas and surrounding ZIP codes—we enabled more strategic audience targeting and increased franchisee confidence in marketing effectiveness.