Inside Saatva’s Measurement Approach Linking TV Ads to In-Store Sales
In an age where digital marketing often steals the spotlight, brick-and-mortar retail remains a vital component of the shopping experience in 2025. For companies like Saatva, a luxury mattress brand, the challenge lies in connecting the dots between television advertisements and in-store sales. Nora Eisner, a senior research data scientist at Tatari, sheds light on how Saatva employs innovative measurement techniques to assess the effectiveness of their TV campaigns in driving foot traffic to their physical locations.
Most retailers assess advertising success primarily by monitoring web traffic and online sales. However, for brands with physical storefronts, the equation is more complex. The question isn’t merely whether an advertisement drives online purchases, but whether it motivates consumers to visit a store. Given that many shoppers still prefer the tactile experience of testing a mattress before making a purchase, the need for effective measurement becomes even more crucial.
In-store sales remain significant in 2025, underscoring a continued consumer preference for physical shopping experiences. According to recent studies, approximately 70% of consumers still prefer visiting a store to make large purchases, especially when it comes to items like mattresses that require a personal touch. This statistic highlights the importance of a robust advertising strategy that not only attracts viewers but also translates into actual foot traffic.
Saatva’s approach to linking TV ads to in-store sales is multifaceted. The company utilizes a combination of advanced analytics, consumer behavior insights, and innovative measurement tools to create a comprehensive understanding of how their advertisements impact physical store visits. This method stands in contrast to the more conventional digital-focused metrics that many brands rely on.
One of the key strategies Saatva employs is the use of geolocation data. By analyzing location-based information, Saatva can identify patterns in foot traffic before and after their TV ads air. This data allows them to see whether there is a direct correlation between ad broadcasts and increased visits to their stores. For example, they may observe a significant uptick in store visits in specific geographic areas shortly after an ad campaign runs, indicating that the advertisement effectively piqued consumers’ interests.
Moreover, Saatva collaborates with analytics partners like Tatari to refine their measurement capabilities. Tatari specializes in TV advertising analytics, providing insights that help brands like Saatva assess the effectiveness of their campaigns. By tracking metrics such as brand lift and store visitation rates, Saatva can make data-driven decisions about where to allocate their advertising budget for maximum impact.
Another critical component of Saatva’s measurement approach is understanding the customer journey. This involves not only assessing the effectiveness of TV advertising but also considering how consumers interact with the brand across various touchpoints before they make a purchase. For instance, consumers may see a Saatva ad on television, conduct online research, visit the website, and then ultimately decide to visit a physical store. By mapping this journey, Saatva can identify which elements of their advertising strategy are most effective at driving in-store sales.
The integration of traditional marketing with modern analytics doesn’t come without challenges. One major hurdle is ensuring that the data collected is accurate and actionable. Inaccurate data can lead to misguided strategies and wasted advertising spend. To combat this, Saatva employs rigorous testing and validation methods to ensure that their measurement techniques yield reliable insights. This process involves closely monitoring ad performance and continuously refining their approach based on real-time data.
Furthermore, Saatva recognizes the importance of creative content in their TV ads. Engaging storytelling and compelling visuals play a significant role in attracting viewers. An ad that resonates emotionally is more likely to spur consumers into action, whether that means visiting a store or making an online purchase. Therefore, Saatva invests in high-quality content that not only highlights the features of their products but also connects with consumers on a personal level.
In conclusion, Saatva’s measurement approach to linking TV ads to in-store sales exemplifies the evolving nature of retail marketing. By leveraging advanced analytics, geolocation data, and a deep understanding of customer behavior, they effectively bridge the gap between advertising and physical store visits. As the retail landscape continues to shift, brands like Saatva will be essential in demonstrating how traditional advertising methods can still yield substantial results in the digital age. The fusion of data-driven insights with compelling creative content will be crucial for retail brands aiming to thrive in this dynamic environment.
retail, advertising, analytics, brick-and-mortar, consumer behavior