Best Buy Gets the Most For Its Money This Black Friday
Placed and Kantar Media partnered to understand the relationship between a retailer’s ad spending and the lift in store visits via a calculated metric called 'lift visits per ad dollar', which is a measure of efficiency. To compare relative performance across retailers, this measure was converted to an index scale. The highest lift visits per ad dollar was assigned an index of 100 and all other values were scaled against it.
In the aggressive competition among department stores and mass merchandisers, JC Penney topped its primary rivals with an efficiency index of 75. It spent $25.3 million on advertising and received 132% more store visits compared to the benchmark period, also the best performance of the retailers we analyzed.