Case study 08 · Retail
The Shops at Hudson Lights
A shopping center had the location and the tenants, but no proof that ads brought anyone in. Then it had 315 store visits from $750 in ads.
- Client
- Retail and commercial real estate, New Jersey
- Role
- James Robinson, Marketing Consultant · 2023
- The work
- Geofencing, behavioral audiences, store-visit measurement
The situation
The Shops at Hudson Lights had a prime location and a strong mix of stores. What it didn't have was enough foot traffic, or any way to show what brought people in.
Shoppers were buying online. Directory listings, print ads, and generic digital ads weren't moving anyone, and nobody could prove what was working either way.
What was at stake
Retail runs on people walking in. When marketing can't show visits, the marketing budget is the first thing cut.
What James did
- 01Geofenced the center and nearby competing shopping areas, so ads reached people when they were close enough to stop in.
- 02Built audiences from shopping behavior and interests, not just age and zip code, with creative matched to what each group shops for and the season.
- 03Measured the campaign by observed store visits: people who saw an ad and then walked into a store. Not clicks. Not impressions.
What changed
The proof
The lesson
Clicks are what ad platforms sell. Visits are what stores pay rent on. Measure the thing that pays the bills and the budget conversation gets easy.
Can't tell which ads bring people through your door?
Book a free Find My Missed Revenue review. James looks at where your ad dollars go and what actually comes back, and shows you where revenue is slipping.