Proximity DOOH lifted store visits 37%

A retail case study from Denmark puts a clean number on the proximity mechanic. Sports retailer Intersport ran its “Med sporten i hjertet” brand repositioning across Copenhagen, Aarhus and Odense as a two-week programmatic DOOH flight — with a deliberate constraint: screens targeted within 500 metres of its own storefronts. Footfall measurement against control groups (via Spotzi, published by Vistar Media, July 2026) credited the campaign with a +37.57% incremental lift in store visits. The goal was a soft one — repositioning from transactional retailer to community sports hub — but the measured outcome was the hardest metric in the funnel: bodies through the door.

What happened

The design is the story. Rather than buying reach across the market, the plan drew a 500-metre circle around each store and bought the screens inside it — catching people already within walking distance of a purchase and measuring whether more of them walked in. Footfall attribution against control groups is the standard for this (incrementality, not raw visits), and the result says the last-500-metres screen moved it — with a brand creative, not a discount. That echoes what marketers keep reporting about OOH driving store visits, but as a measured case rather than a survey.

What it means for beauty

The venue screen is the limit case of the 500-metre circle. If a screen half a kilometre from the door lifts visits 37%, the screen inside the salon — zero metres from the chair, minutes of dwell — sits at the extreme of the same gradient. Proximity-to-purchase is the structural argument for place-based, and this case is a rare public number on the gradient itself.
The measurement template is reusable. Two weeks, control groups, a footfall partner, incrementality — this is exactly the shape of proof a beauty network should offer advertisers, scaled down: the O2O-attribution stack and effectiveness-measurement playbook exist so a salon network can run the same experiment a cosmetics brand would recognise.
Brand creative converted. The campaign sold belonging, not price, and still moved footfall — relevant for beauty brands weighing DOOH, where the creative instinct is brand-first and the fear is that brand work doesn’t attribute. Here it did.

The caveat that keeps us honest

This is a vendor-published case study — Vistar is the platform that sold the campaign, Spotzi’s methodology details (control-group construction, visit-attribution windows) aren’t public, and one retailer in one small market for two weeks is an anecdote, not a benchmark. The 37.57% is directional, sports retail is not beauty, and we assert no beauty-specific visit-lift figure — none exists. What transfers is the design pattern: proximity radius, control groups, incrementality. Beauty-venue effectiveness stays modelled in the Research.