ShopAdvisor recently published a case study to highlight an impressive 10 percent sales lift for a national CPG pantry brand. What was the secret sauce to such success? After the campaign, ShopAdvisor pulled granular sales data from our partnership with Nielsen, to offer our client a deeper understanding of their in-store sales attribution to their media campaigns. Below, we break down the case study for you and explain why sales lift is a critical component to any drive-to-store marketing campaign.

 

Background

In the fall of 2016, ShopAdvisor worked with a major CPG pantry brand to reach moms and vegetable category/brand buyers on desktop and mobile devices in and around participating retailers. A post-campaign sales lift attribution and ROI was also measured providing additional shopper insights and sales data.

 

Objectives

  • Increase product awareness and customer engagement
  • Reach shoppers through targeted digital display ads on their smartphones and desktops, in and around participating retailers, to promote in-stock canned goods
  • Collect and analyze shopper demographics, sales lift and other valuable campaign insights for use in future campaigns

 

Approach

ShopAdvisor first collected audience target segments from a mix of 1st and 3rd party data. Once the desired segments were identified, ShopAdvisor determined the most relevant segments and attributed them to the campaign. Following the campaign, ShopAdvisor measured incremental sales lift percentage of media marketing efforts, including additional insight into shopper activity by overlaying delivery data with POS sales data.

 

Results

The campaign delivered over 18 million total impressions during a six week period, which surpassed prior campaign results and generally accepted industry standards. Key findings from the campaign include:

  • 18M total impressions were delivered in and around three retail locations
    Good to excellent audience engagement on mobile creatives – average CTR 0.64%
  • Up to 10% sales lift on targeted categories for Albertsons in conjunction with in-store promotions, with up to a 47K weekly unit increase compared to last year at the same time period for the retailer’s vegetable category
  • Strong sales lift during the campaign period compared to the same period last year for Albertson’s vegetable category (10.3%) and PriceChopper’s fruit category (10.1%)
  • 81,978 banner impressions were served with a 0.46% CTR

 

 

Why Sales Lift?

There are many moving parts to a omnichannel marketing campaign. How are you certain that each part is working collectively to drive in-store sales? Surface level, traditional analytics, such as click throughs and conversion rates cannot give you the whole picture of your campaign, which leaves you wondering if your campaign directly attributed in-store revenue? Sales lift is used by retailers, brands and agencies to calculate the percentage increase or decrease in each metric for users who received a campaign versus a controlled group. The lift also measures metrics from historical data such as sales prior to promotion, sales average of a particular time period eliminating any promotions and sales compared to a same period of the prior year or season. Without a sales lift analysis, marketers could be leaving out an important piece of their campaign puzzle. 

To obtain your copy of the case study mentioned above, click here.

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