The core of our collaboration relied on creating a measurable ecosystem for the Heathrow activation. Sol de Janeiro needed to look beyond traditional foot traffic and fully understand the in-store dynamics of their podium to bridge the gap between passengers and actual sell-out.
To answer this challenge, SHIFT built a customized dashboard featuring over 70 distinct performance indicators. This allowed the brand to monitor the complete traveler journey, analyzing everything from initial attraction to final business impact.
To answer this challenge, SHIFT built a customized dashboard featuring over 70 distinct performance indicators. This allowed the brand to monitor the complete traveler journey, analyzing everything from initial attraction to final business impact.
Out of 70 indicators, we established Attraction Rate, Capture Rate and Conversion Rate as the three core KPIs to measure engagement beyond basic footfall.
Most notably, an average dwell time exceeding ten minutes demonstrated a highly immersive Travel Retail Experience.
Most notably, an average dwell time exceeding ten minutes demonstrated a highly immersive Travel Retail Experience.
We amplified the physical activation with highly targeted Facebook and Instagram ads. This cost-effective and multi-lingual strategy generated 38 million impressions across nine European airports and reached 6.5 million individuals.
