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360° marketing services for a trailblazing foot traffic data and analytics company

Storetraffic pioneered people-counting systems decades ago, educating retailers big and small on the value of foot traffic data to grow business and optimize operations. Fast-forward to today, this Canadian-based company faces increased competition in and outside North America.

 

When introduced to Zerda Digital, Storetraffic was looking to fix MarTech-related issues caused by a previous agency. The collaboration gradually expanded, with our team taking on a 360° marketing role. 

 

Together with Storetraffic’s leadership, we crafted a progressive marketing roadmap divided into interconnected phases. This methodical approach not only addressed Storetraffic’s immediate challenges but also laid a solid foundation for diversifying sales channels, expanding reach, and increasing MRR.

Zerda acts as a true partner, they really took the mandate to heart, as if they were working for our company. They listened to us but also challenged us, and in the end, they always delivered on what was agreed. We still collaborate with them for continuous improvements and for new projects.

Patrick Thuot

President, SMS Storetraffic

  • Challenges 
Today’s people-counting industry is crowded. From startups to more established brands, competitors worldwide are vying for their share, bringing cutting-edge tech to the market, backed by deep-pocket investors.
Compounding the challenge of rising competition, some legacy products were underperforming; Storetraffic was investing in developing a brand-new people counter and looking for ways to break into new markets.
Past experiences with agencies left leadership cold, and for good reason. Flawed marketing KPIs painted a rosier-than-reality picture, a situation made worse by the lack of proper dashboards to measure CPA and monitor marketing performance.
Previous MarTech recommendations were either inadequate or obsolete, preventing Storetraffic from upgrading its website efficiently and affecting SEO, SEA, and display advertising performance. CRM tools and lead-generation funnels were also lagging.
For years, people-counting technology catered exclusively to retailers. Today, businesses and organizations outside the retail industry also turn to people-counting systems. Storetraffic lacked marketing tools to tap into these growing markets. 
People-counting systems are perceived  as complex solutions that only big names can afford. By renewing its offering, Storetraffic could break the mould. But this required educating customers, notably small and medium retailers, on the availability and benefits of people-counting systems.
  • Solutions
Strategic review

Initial audit

We started by reviewing Storetraffic’s core marketing tactics at the time: online advertisement. The analysis revealed problem areas, including legacy KPIs with faulty lead-gen and conversion costs. We advised on keyword campaigns, upgraded KPIs, and built dashboards to empower stakeholders.

Roadmap

Focusing on mid- and long-term results, we leveraged our IT expertise, working closely with the company’s leadership to review the product roadmap and business plan. We clarified market segments, identified lead-gen opportunities, defined new marketing pillars, and positioned the website as the backbone for GTM strategies.

Marketing review

With Storetraffic expanding our mission, we acquired an understanding of the business and its industry. In addition to pain points, we audited top-performing competitors’ websites and digital marketing tactics, benchmarking the highest-scoring platforms and best practices.
Digital presence

MarTech stack

At the outset, we put together a foundational stack of marketing technologies to maximize and optimize all subsequent efforts — from web design to web development, from CRM tools to tracking and analytics of organic and paid-for traffic and lead generation.

Brand voice and identity

Emphasizing consistency across touchpoints, we upgraded Storetraffic’s overall brand identity. Sharper illustrations and icons, more alluring product packaging, updated guidelines for imagery, and a more engaging tone of voice combined to reflect Storetraffic’s simplicity mantra and commitment to making high-grade people-counting technology accessible.

Website as a cornerstone

Focusing on the brand’s value proposition and updated product roster, we developed a scalable web platform that would become a go-to hub for iterating future marketing material, including ads, newsletters, and social media.

Sequencing actions

In line with the company’s budget projections, we progressively retired low-performing website material and revamped core pages with a fresh approach to UXUI and content. We created new sections to support the updated business strategy and introduced an industry-exclusive B2B online shopping platform.
Digital marketing tactics

SEO strategy

With keyword research and analysis in hand, we optimized the website across the board, including page speed, meta, internal and external linking, mobile friendliness, and strategic content production — all backed by a strong set of Martech tools.

SEA strategy

Focusing on mid- and long-term results, we leveraged our IT expertise, working closely with the company’s leadership to review the product roadmap and business plan. We clarified market segments, identified lead-gen opportunities, defined new marketing pillars, and positioned the website as the backbone for GTM strategies.

Display advertising

In addition to SEA tactics, we increased reach and lead gen with display campaigns, including static, animated, and video advertising iterations. Boosting campaign efficacy, we set up crucial tracking and analytics tools to target prospects, monitor performance, make swift adjustments, and keep CPA in check.
Continuous improvements

Elevating marketing assets

By creating 3D models of core products, we provided Storetraffic with a powerful tool to efficiently iterate marketing assets. Working with these models, we designed compelling video animations and 3D product representations for ads, social media, and the website — which Storetraffic also uses to elevate customer demos, facilitate onboarding, and improve technical support. 

Reaching outside the lines

Adding to Storetraffic’s new e-commerce-enabled website, we created new sales channels — for instance, packaging the company’s offering for Amazon with a full-scale product page. Adding to B2B client testimonials, we advised Storetraffic to build brand trust and authority using third-party validation platforms while increasing visibility on partners’ websites like Lightspeed.

Website performance

Through user journey analysis and A/B testing, we refined pathways and trigger points for different personas and contexts while honing the website’s multilingual content to increase engagement and capitalize on new insights.
Working as an integral part of the Storetraffic team, we provided leadership with accurate performance metrics and a clear understanding of the digital environment and its potential.
  • Website

The new Storetraffic website’s design and messaging ethos set the stage for new marketing assets, including digital advertising, lead-gen landing pages, newsletters, 2D3D animations and product packaging.

  • Mobile
  • Impact
MarTech stack enabling Storetraffic to leverage best pratices and more agile marketing tactics.
 
More compelling value proposition and increased brand appeal and recognition across segments.
 
Website as a cornertsone allowing for swift marketing material iteration and campaign roll-out.
 
Dual-purpose website, from lead-gen only to enabling B2B sales.
Higher performing product and services roster, focusing on strategic hardware and software combination.
 
Go-to-market strategy and execution for a cornerstone product.
 
KPIs providing accurate visibility on marketing CPA and ROI.
 
Customized dashboards empowering Storetraffic leadership with clear marketing information.
SEO/SEA ensuring Storetraffic consistently appears in top search results.
 
SEA and display ads that increase reach and lead gen while maximizing ROI and reducing CPA.
Increased revenue streams and risk diversification — new sales channels and new market segments.
 
Improved conversion for different personas and faster customer sales journey.
 
Core marketing assets, emphasizing scalability and iteration across touchpoints.
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