Driving Footfall for a Wholesale Retail Chain through Geo-Focused Digital Outreach

A leading B2B wholesale retail platform aimed to boost in-store footfall during a high-stakes sales period. Competing in a price-sensitive and hyper-local segment with regional players, the brand needed to reconnect with its existing base and attract non-frequent or new customers across 22 strategic cities.

The marketing objective was to drive awareness of the limited-time sale. The business objective was to generate increased footfall and store visits—primarily from lapsed and new customers.

1. Demographics: Male, aged 20–50+, from low and middle-income segments.
2. Psychographics: Small business owners and independent retailers seeking value, deals, and bulk inventory sourcing.
3. Media habits: Frequent users of mobile apps like Truecaller, Justdial, and local OTT/news platforms; highly responsive to local language messaging and utility-driven ads.

The campaign targeted 22 cities across Andhra Pradesh, Telangana, Maharashtra, Madhya Pradesh, Chhattisgarh, Uttar Pradesh, and Punjab.

With limited digital attribution options for offline retail, the brand needed a strategy that could effectively reach its verified database while also expanding to new relevant audiences—all within a two-week window.

1. Two-phase timing: Teaser (15th–19th) to build intrigue, followed by the main sales campaign (20th–26th).
2. First-party targeting: Leveraged a verified database of over 20 lakh customers via platforms supporting mobile number-based targeting.
3. Category contextualization: Focused on wholesale categories like textile, food & beverage retail, and small businesses.
4. Platform diversity: Used performance channels like Truecaller, programmatic video, and banner retargeting for maximum visibility.

1. Total campaign impressions: 5.03 million
2. Estimated reach: 802,000+ users
3. Estimated clicks: 18,819
4. Average frequency: 6.3x

While offline attribution was limited, the campaign delivered strong media engagement and sustained visibility during the sales window.

1. Creatives: Static banners and video ads
2. Campaign Duration: 15 days (January 15–29, 2025)