How Goodwill® used location to “bring good” to their communities

Audience Targeting allowed Goodwill to home in on reaching audiences based on their past visitation to brands and locations that overlap with the Goodwill brand. The Goodwill Loyalist Audience was the strongest visitation driver, leading to 1,949 visits with a 0.45% Visitation Rate, a rate 44% higher than the retail industry benchmark. Behavioral Targeting drove the most amount of new visitors with 269 users who had not visited a Goodwill store in the last 90 days.

Location Targeting effectively reached potential shoppers in close proximity to participating Goodwill locations to guide them to the store nearest to them.

Neighborhood Targeting powered reach to users based on areas of high visitation affinity with Goodwill stores, in essence concentrating targeting efforts to specific trade areas where Goodwill shoppers, or shoppers with similar behaviors commonly frequent.