ShopAdvisor recently published a case study for a campaign it ran with a national coffee brand, to boost sales over the holiday season. The goals were simple; to increase brand awareness and to drive in-store traffic and sales of a seasonal product. Following the 6 week campaign, ShopAdvisor pulled granular sales data from our partner Nielsen, to provide our client with a deeper understanding of the in-store sales attribution of their media campaigns. ShopAdvisor was also tasked with providing a proximity marketing campaign that included pre-targeting analysis, creating and executing the digital advertisements, and driving sales in the selected locations.

Objectives

  • Increase awareness and consideration of a specified variation of coffee
  • Drive traffic in-store at promoted locations
  • Generate purchase intent
  • Boost sales at retailers where products are sold

Approach

  • ShopAdvisor collected audience target segments from a combination of 1st and 3rd party data.
  • Measure marketing campaign effectiveness in driving sales through tracking sales in test stores compared to control stores.
  • Create rich media creatives to direct shoppers to local store locations where the promoted products where available and in stock as well as product landing page for further brand engagement.
  • Serve advertisements to audience target; primarily a demographic of adult coffee enthusiasts between 25-55 with an average household income of $72K

Results

The campaign delivered over 4 million total impressions during a 7 week period, which greatly surpassed prior campaign results and generally accepted industry standards. Key findings from the campaign include:

  • 4.1M total impressions were served
  • Good to excellent audience engagement on mobile creatives – average CTR .24%
  • Up to 5.9% sales lift in revenue on targeted categories for coffee variations in conjunction with in-store promotions, with a 4.01% units sales lift compared to last year at the same time period for the retailer’s vitamin category.
  • 37K total conversions were served with 31% viewability

Conclusion — Why Sales Lift?

Omnichannel marketing campaigns have a lot of moving parts, but how can you be certain that each part is working collectively to drive in-store sales? Elements including surface level and traditional analytics, such as click-throughs and conversion rates, cannot paint the entire picture of your campaign, which leaves you curious as to whether or not 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, and sales average of a particular time period while eliminating any promotions and sales compared to the same period of the prior year or season. Without a sales lift analysis, marketers could very well be leaving out a crucial piece of their campaign puzzle. ShopAdvisor’s capabilities including sales lift, ensure your campaigns are fulfilled to the best standards in the industry.

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

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