Appliance Shelf-Aware Advertising

Comments

Transcription

Appliance Shelf-Aware Advertising
DATA LAYERING
THAT TURNS
UP THE HEAT
ON SALES
Smarter advertising generates
$1MM in incremental sales for
home appliance manufacturer
How do you intelligently activate consumers who are already deep within the
path to purchase? You do it by basing your campaign on the right combination
of online, offline, and supply chain data.
A leading home appliance manufacturer saw this firsthand when it worked with
MaxPoint to generate sales of its kitchen appliances at home improvement
retailer locations. We served targeted digital ads to the right customers in the
right neighborhoods. Doing so increased brand awareness and drove demand
for the company’s products in stores across the United States.
Campaign Goals
• Generate incremental
sales of the manufacturer’s
kitchen appliances
• Activate consumers
already deep within the
path to purchase
MaxPoint built the campaign on a foundation of three data layers:
01. Offline Data
We pinpointed neighborhoods that matched the demographic profile, had
interests in home improvement and do-it-yourself projects, and were located
within a dynamically optimized radius of the home improvement retail stores.
02. Online Data
MaxPoint reached consumers who were further along in the path to purchase by
targeting neighborhoods that over-indexed for recent visits to the brand’s website.
03. Store-Level Data
We used real-time sales data to ensure each store had adequate product
inventory before turning on the digital ads. During the campaign, we used
point-of-sale data to locate the best-performing stores so we could leverage
their momentum to accelerate sales velocity even more.
$1MM
IN INCREMENTAL
SALES
maxpoint.com | 800.916.9960
3:1
ROI
23%
SALES LIFT FOR
ADVERTISED PRODUCTS
29%
SALES LIFT FOR
RELATED PRODUCTS
© 2015 MaxPoint Interactive, Inc.
SALES VOLUME
SALES PERFORMANCE INDEX
RELATIVE TO BASE PERIOD
1.4
1.3
Control Stores
1.2
Test Stores
1.1
1.0
0.9
0.8
MaxPoint measured results
by comparing sales at test
and control stores. Test stores
consistently outperformed
control stores, demonstrating
positive sales lift as a result of
the campaign.
0.7
0.6
W
K
09
08
K
W
W
K
07
06
W
K
05
K
W
W
K
04
03
K
W
K
W
W
K
01
02
0.5
What This Approach Brought to the Table
MaxPoint’s data layering approach brought three key benefits to the company:
01. Optimized Targeting
Website visitor data allowed us to find and convert consumers who were further
along in the sales cycle.
02. Incremental Sales
Using real-time sales data, MaxPoint was able to optimize its advertising toward
the best-performing, high-volume stores, boosting sales across the category.
This resulted in 23% increase in average daily sales per store for advertised
products and 29% lift for the brand’s related products. Overall, the campaign
generated a seven-figure increase in sales across the brand’s portfolio.
03. Quantifiable ROI
Because we used digital ads to drive in-store sales, we were able to pinpoint
conversion and calculate ROI from the marketing spend. For this campaign,
we achieved an impressive 3:1 return on spend.
Audience Profile
Women aged 35–54
Household income
above $75,000
Interested in home
improvement
Ultimately, MaxPoint’s approach leveraged the right data
sources to make smarter advertising decisions for the
Located within a dynamically
optimized radius of stores
home appliance company, leading to intelligent activation
of consumers and higher national sales.
maxpoint.com | 800.916.9960
© 2015 MaxPoint Interactive, Inc.