Case Study · Store Visit Campaigns · Retail Footfall · India & Nepal

Client

Sleepwell & Kurlon

Getting people
into the store

Store visit campaigns for Sleepwell and Kurlon, running across more than 200 stores in India and every store in Nepal, on Meta, Google Search and Google Business Profile ads.

50%+

Footfall lift where the campaigns run

70%

Share of stores reaching that lift

200+

Stores in India, plus every store in Nepal

Client

Sleepwell & Kurlon

Industry

Mattresses & Home Comfort

Region

India & Nepal

Duration

Ongoing

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01The Client

Two rivals, one roof.

Sleepwell and Kurlon are the two names most Indian households reach for when they think about mattresses, and for decades they were each other's closest competitor. Sheela Foam, which owns Sleepwell, took a majority stake in Kurlon in 2023, so both now sit inside the same group - Sleepwell strongest in the north and west, Kurlon in the south and east, with Kurlon's Home Komforts furniture line alongside. Neither sells through company-owned shops. Both reach the country through dealers.

Industry

Mattresses, foam & home comfort

Service focus

Store visit campaigns on Meta, Google Search & Google Business Profile

Region

India & Nepal

02The Challenge

A mattress is bought lying down.

Nobody buys one from a photograph. So the job of the advertising is not to sell the product. It is to move a particular person to a particular address on a particular afternoon, and then to prove it happened.

The sale happens in person

A mattress gets tested before it gets bought. Digital can carry someone to the door and no further, which makes the door the only target worth optimising for.

200+ stores, 200+ markets

Every store has its own catchment, its own competitors down the road, its own language and its own pull. One national campaign speaks to nobody in particular.

A dealer network, not a chain

The shops are run by dealers rather than by the brand, so stock, staffing and local knowledge differ from one storefront to the next.

Footfall leaves no pixel

A walk-in does not fire an event. Success had to be read through the signals the platforms genuinely report, backed by what the dealers see on the floor.

03Our Approach

Stop running one campaign. Run two hundred.

Everything on this page follows from treating each storefront as its own account rather than as one row in a national plan.

One campaign per store

Each storefront gets its own geo-fence, drawn around how far people will actually travel for that shop rather than by a default radius.
Dense city catchments are tight, small-town catchments are wide. The radius is a judgement about the market, not a setting.

The destination is a map pin, not a homepage

Ads resolve to the store's Google Business Profile, so the next tap is directions, a call or opening hours.
That means the profiles themselves are part of the media buy - hours, categories, photos and stock of a real address have to be right before spend goes behind them.

Meta for the neighbourhood, Search for the intent

Meta reaches people near a store before they have started looking, which is most of the market for a purchase this infrequent.
Google Search and Business Profile ads catch the ones already looking, at the moment the query has a place attached to it.

Local by default

Language, festival calendar and offer follow the market rather than the head office, because a wedding-season line in one state is the wrong line in another.
Creative carries the store, not just the brand, so the ad already looks like the place it is sending you to.

Two brands that must not bid against each other

Sleepwell and Kurlon stores often sit within a few kilometres. Under one owner, two campaigns competing for the same person is money spent twice for the same walk-in.
Geography, budgets and bids are managed across both brands together so the group buys each catchment once.

Measuring what a walk-in leaves behind

Direction requests, calls, profile views and store visit reporting stand in for the event nobody can fire, read per store rather than as a national average.
Those are checked against what dealers report from the floor, which is the only reading that settles an argument about whether the footfall was real.

Nepal, every store

The same system runs across the full Nepal network rather than a selected set, so no dealer is left outside the programme.

Capabilities enabled

Store visit campaignsFootfall campaignsMeta AdsGoogle SearchGoogle Business Profile AdsLocal & geo-targeted mediaRetail marketingPerformance marketingMulti-brand media planningReporting & measurement

◆The Work

Where the ads end.

Every campaign in this programme is pointed at a real front door. These are two of them.

The storefronts

More than 200 across India and the full network in Nepal, each one running as its own campaign.

Sleepwell · Retail

A dealer storefront, and a catchment of its own. The campaign behind this shop is fenced to the area its customers actually come from, and it resolves to this address on the map rather than to a national website.

Kurlon · Retail

The same system, the other brand. Kurlon stores frequently sit close to Sleepwell ones, so both are planned together and the group pays for each catchment once instead of twice.

04Results

More people walking in.

Measured per store rather than as a national average, and checked against what dealers report from the floor.

50%+

Footfall lift where the campaigns run

70%

Share of stores reaching that lift

200+

Stores live across India, plus the full Nepal network

Footfall has climbed by more than 50% at over 70% of the stores in the programme.
The programme now covers more than 200 stores in India and every store in Nepal, and is still being extended.
Media runs across Meta, Google Search and Google Business Profile ads, planned store by store rather than nationally.
Sleepwell and Kurlon are bought together, so overlapping catchments are paid for once rather than twice.

05The Outcome

A national brand, bought locally.

Both of these brands already had the thing most advertisers spend years chasing, which is name recognition in almost every household in the country. What they needed was not more awareness. They needed the shortest possible line between a person on a phone and a shop they could reach that same afternoon. Running two hundred small campaigns instead of one large one is more work to set up and considerably more work to read, and it is the only version of this that moves a number a dealer can feel.

Deeptanshu Bansal

Founder & CEO, The Brand Bee

Towards Better

Getting people
into the store

Two rivals, one roof.