Mark 24/7 Laundromat operates a network of seven laundromat locations across the Mobile, Alabama metropolitan area. The challenge: drive measurable foot traffic to multiple locations simultaneously while maintaining cost efficiency and tracking attribution across all conversion zones.
Our solution combined competitor geofencing, convenience store targeting, and addressable audience data to capture customers throughout the Mobile area and direct them to their nearest Mark 24/7 location. Each of the seven laundromats served as a conversion zone, allowing us to measure exactly which locations benefited from which targeting strategies.
Peak Month: April 2023 with 371 GPS-verified visits across all locations
Each of Mark 24/7's seven locations was tracked as a separate conversion zone. This granular attribution shows exactly how geofencing drove traffic to different areas of the Mobile metro.
We geofenced competing laundromats throughout Mobile including Mark Taylor Laundromat, Omega Coin Laundry, Cheetah Speed Laundry, and GreenCleen Laundry. When someone visited a competitor, they saw Mark 24/7 ads for the next 30 days, driving trial at the nearest location.
Dollar General, Family Dollar, Circle K, and local convenience stores across Mobile were geofenced to capture budget-conscious consumers during their daily routines. These shoppers represent the ideal laundromat customer profile.
Bank card data, renter audiences, and recent mover segments were layered onto location targeting. This combination of behavioral and demographic data ensured we reached high-intent customers most likely to convert.
Existing customer addresses were uploaded to create a lookalike audience and retarget past visitors. This segment drove 360 visits (19% of total), proving the power of first-party data in geofencing campaigns.
| Audience Segment | Visits | Share | Spend |
|---|---|---|---|
| Bank Card Purchasers | 441 | 23% | $1,511 |
| Customer Addresses (1st Party) | 360 | 19% | $230 |
| Renters | 193 | 10% | $722 |
| Recent Movers (3 months) | 6 | <1% | $22 |
| Multi-Family Residential | 4 | <1% | $15 |
Key Finding: First-party customer data delivered exceptional efficiency at just $0.64 per visit, demonstrating the power of combining owned data with geofencing technology. Bank card purchasers provided scale while customer addresses provided precision.
Over 7 months, Mark 24/7 Laundromat achieved 1,935 GPS-verified store visits across all seven locations at a cost of just $2.58 per visit—48% below our $5 target benchmark. The campaign reached 83,401 unique consumers in the Mobile metro area.
The multi-location attribution model proved invaluable: M & D Laundry & Convenience emerged as the top performer with 865 visits (45% of total), informing future budget allocation and expansion decisions. Each location's performance was tracked independently, providing actionable insights for location-specific marketing.
Key Insight: Multi-location chains benefit enormously from geofencing's granular attribution. Rather than guessing which locations drive results, GPS verification provides definitive answers that inform real estate, marketing, and operational decisions.
Each location serves as a separate conversion zone, allowing precise attribution of which locations benefit from which targeting strategies. Mark 24/7's campaign tracked 7 locations independently, revealing M & D Laundry & Convenience generated 45% of all visits.
Mark 24/7 Laundromat achieved a $2.58 cost per visit across 7 locations in Mobile, Alabama—48% below the $5 target benchmark. Total campaign spend was $5,000 over 7 months.
Competitor conquest, convenience and dollar store targeting, and first-party customer address retargeting proved most effective. Bank card purchasers drove 441 visits while customer address retargeting achieved just $0.64 per visit.
See how GPS-verified geofencing can drive and measure foot traffic across your entire laundromat network.
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