The challenge
A furniture and home brand with its own stores in Europe wanted to know whether its screens were bringing people into the store, or whether those visits would have happened anyway.
How we measured it
Digital screens next to two stores, in two cities, from 25 May to 21 June 2026. Using an independent mobility panel and no personal data:
- 173,928 people passed the screens.
- 69,571 enter the study, and another 69,571 form the comparison group: same age and same socio-economic level, but they didn’t see the campaign.
- We counted who entered the store in the following 7 days, with stays of 5 to 60 minutes.
The result
- 520 visits in the following week.
- 454 would have happened anyway, as in the group that didn’t see the campaign.
- 66 came from the campaign: 1 in 8.
- 1 in 1,000 is the probability that the result is chance.
What we changed in the next campaign
- Each person saw the ad 2.11 times on average: the next campaign aims for at least two exposures per person.
- An average of 3 days passed between seeing the ad and visiting: campaigns of 3 to 4 weeks.
- 24 minutes average stay: these are shopping visits.
- Visits split 59 / 41 between stores: we prioritise stores with the profile of the one that drove more.