ShopAdvisor recently published a case study on a campaign it ran for a national CPG nutritional and natural products brand, which delivered an impressive 10 percent sales lift on the promoted products. Following the three month campaign, ShopAdvisor pulled granular sales data from our partner Nielsen, to provide our client a deeper understanding of the in-store sales attribution of their media campaigns. Let’s break down the case study and take a deeper dive into explaining why sales lift is a critical component of any drive-to-store marketing campaign.

Background

During the summer of 2017, ShopAdvisor worked with a major CPG nutritional and natural products brand to reach expecting and new mothers, on both desktop and mobile devices in and around participating retailers. The retailers included CVS, Shaws, Stop & Shop, and Giant.  Shoppers inside and around these store locations were targeted by ShopAdvisor’s geofencing capabilities. To show the true impact of the promotion, post-campaign sales lift attribution and ROI was also measured, providing additional shopper insights and precious sales data for use in future campaigns.

Objectives

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

Approach

  • ShopAdvisor collected audience target segments from a combination of 1st and 3rd party data
  • Once the desired segments were identified, ShopAdvisor determined the most relevant segments and attributed them to the campaign
  • ShopAdvisor developed, executed, and managed a campaign to encourage shoppers to pick up prenatal vitamins as part of the shopping experience
  • ShopAdvisor measured incremental sales lift percentages of the promoted products. The analysis also included providing additional insight into shopper activity by overlaying delivery data with POS sales data

Results

The campaign delivered over 24 million total impressions during a twelve week period, which greatly surpassed prior campaign results and generally accepted industry standards. Key findings from the campaign include:

  • 24.7M total impressions were delivered
  • Good to excellent audience engagement on mobile creatives – average
    CTR .17%
  • Up to 8.37% sales lift in revenue on targeted categories for prenatal
    multivitamins in conjunction with in-store promotions, with a 10.01%
    units sales lift compared to last year at the same time period for the
    retailer’s vitamin category.
  • 74K banner impressions were served with a .30% CTR

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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