ShopAdvisor recently completed a seven-week campaign for an international beverage brand, which delivered over an 11 percent sales lift on the promoted products. At the completion of the campaign, ShopAdvisor pulled granular sales data for the promoted products from our partner Nielsen, to provide the client a deeper understanding of the in-store sales attribution of their media campaigns. Let’s take a closer look how this was accomplished and why measuring sales lift is a critical component of any drive-to-store marketing campaign.
During the fall of 2017, ShopAdvisor worked with a CPG beverage brand to reach soft-drink consumers, on both desktop and mobile devices in and around participating retail locations. The campaign ran exclusively at Publix Supermarkets locations across the southeast, where shoppers inside and around the store locations were targeted by ShopAdvisor’s geofencing capabilities. To measure the true impact of the promotion, post-campaign sales lift attribution and ROI was also measured, providing additional shopper insights and data for use in future campaigns.
- Promote in-stock beverage products to soft-drink consumers
- 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
- 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
- Rich media creative was developed and optimized for delivery across desktops, tablets, and smartphones
- ShopAdvisor executed and managed a campaign to encourage shoppers to pick up the promoted products 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
The campaign delivered 4.8 million total impressions during a 5 week period, which greatly surpassed prior campaign results and generally accepted industry standards. Impressions served had an overall positive effect on sales, as revenue increased starting from the second week until the end of the campaign. Key findings from the campaign included:
- 4.8M total impressions delivered
- Good to excellent audience engagement on mobile creatives – average CTR 0.33%
- Up to 11.13% sales lift in revenue on targeted categories for assorted candy products in conjunction with in-store promotions, with a 12.92% units sales lift compared to last year at the same time period for the retailer’s soft-drink brands.
Conclusion – How Does Geofencing Work?
Geofencing is a location-based service in which an app or other software uses a form of GPS, RFID, Wi-Fi or mobile device data to trigger an action when a mobile device or RFID tag enters or exits a virtual boundary set up around a geographical location. Depending on how a geofence is configured, it can prompt mobile push notifications, trigger text messages or alerts, send targeted advertisements on social media, allow tracking on vehicle fleets, disable certain technology or deliver location-based marketing data.
Some retail and restaurant businesses will set up geofences around their competition, so when you approach the boundary, you’ll get a push notification prompting you to visit the other establishment. Or, you might walk into a retail store and see a coupon pushed to your device. If you download a grocery app, chances are it will register when you drive by to prompt an alert, trying to get you to stop in. ShopAdvisor’s geofencing capabilities allow you to gain a leg up on the competition and alert customers with attractive offers such as off-hours promotions, loyalty reward points, or a new location your chain may have just opened.
Our geofencing capabilities are used by retailers, brands, restaurants, and agencies to calculate the market in highly competitive areas where there are a lot of competing stores, or areas where the location of your store may not be all that visible to customers. Data and campaign performance figures possess the ultimate value when they provide the client with information such as ROI, ROAS, rich media click, units sold, and more. ShopAdvisor’s capabilities including geofencing, ensure your campaigns are meeting and often exceeding the best performance standards in the industry.
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