Driving Retail Foot Traffic: TIDL, Senokot, Colace & More — Case Study

The Challenge

In a world dominated by online shopping, driving consumers to brick-and-mortar stores is a challenge, especially for brands like Razor, TIDL, Senokot, and Zevo. With intense competition and consumer attention divided, simply building awareness wasn’t enough. These brands needed an approach that would convert interest into action—specifically, foot traffic into key retailers like Walmart and other major stores. Diray Media was tasked with developing a strategy that would make their products stand out, and drive consumers from their screens to store aisles.

The Solution

Diray Media developed a unique strategy that combines digital precision with mass reach to drive consumer traffic directly to retail locations. Our approach focused on multi-platform tactics designed to target and convert audiences at the local level.

Digital Geotargeting

Recognizing that iFLO’s air purification systems were most relevant in warmer areas, we used digital geotargeting to reach consumers in regions with high air conditioning usage. Personalized ads were delivered to potential shoppers near key retail locations, prompting them to visit stores where iFLO products were available. This hyper-targeted strategy ensured that we reached the right audience with messaging that resonated with their specific needs.

Strategic TV and CTV Integration

To create a broader impact for brands like Razor and TIDL, we used a mix of traditional TV and Connected TV (CTV) to target mass audiences during peak viewing times. Razor’s ads aired during family-friendly programming, capturing parents’ attention and driving them to check out products like the Crazy Cart Shuffle in-store. Meanwhile, TIDL’s ads were placed on fitness and sports channels to attract health-conscious consumers.

Hyper-Localized Campaigns

We launched hyper-localized digital campaigns across YouTube, social media, and display ads with tailored calls-to-action directing consumers to specific retail locations, making the path to purchase as seamless as possible. This strategy ensured that potential buyers were guided to nearby stores where Senokot and Colace products were available, driving both awareness and conversions.

Real-Time Data Optimization

Throughout the campaigns, we used real-time data to continuously optimize targeting and messaging. For example, as we saw spikes in air conditioning use in certain regions for iFLO, we adapted our geotargeting to ensure those ads remained front and center. This agile approach allowed us to maximize foot traffic and in-store sales across all brands.

From screen · To checkout Shoppers checking out with a full cart at a store self-checkout

Measured Results

Our strategic efforts helped these market challengers not only enter but thrive in their respective categories.

Razor

+40%

Achieved a 40% lift in Walmart retail sales in the first week, driven by targeted TV and CTV campaigns that directly influenced in-store purchases.

TIDL

3.5K

Successfully drove 3.5K units sold per week at Walmart in the first month, backed by targeted TV placements that expanded their reach to diverse demographics.

Senokot

+14%

Delivered a 14% increase in sales within the first two weeks of launch through targeted media buys.

Colace

+17%

Saw a 17% increase in sales within two weeks of our new media plan, along with a 4x improvement in spot frequency compared to their previous agency.

iFLO

+75%

Achieved a 58% increase in total orders and a 75% boost in revenue month-over-month, driven by targeted TV, CTV, and digital campaigns that fueled both online and in-store conversions.

Zevo

+60%

Achieved a +60% increase in retail sales through a combination of geotargeted digital ads and high-impact TV placements.

Storefronts of The Home Depot, Lowe’s, Walmart, and Target — The retail destinations the campaigns drove shoppers into.

Kids riding Razor Crazy Cart Shuffles together

TIDL Sport plant-powered recovery spray in a gym bag

Senokot-S dual action natural laxative packaging

Colace 2-in-1 stool softener held in a hand in a commercial still

iFLO easy install ad still with Lowe’s and The Home Depot logos

Four Zevo insect control products on a kitchen counter

The Takeaway

Diray Media’s approach is uniquely designed to not only increase visibility but to drive consumers directly to the point of sale. Our use of digital geotargeting for brands like iFLO ensures that ads reach consumers at the most opportune moments, creating a direct link between online engagement and in-store purchases. By blending traditional TV advertising with precise digital strategies, we help brands like Razor and TIDL turn awareness into action, ensuring they don’t just compete—they dominate at the retail level.

Our proven methods go beyond mere impressions; they create a tangible impact on foot traffic and retail sales. Through innovative geotargeting, hyper-localized campaigns, and real-time optimization, we empower our clients to achieve sustainable growth in the competitive retail landscape.

Published case study: diraymedia.com/portfolio/driving-retail-foot-traffic

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