SUCCESS STORY

How can you effectively activate your consumers using transactional data to generate sales for the retailer and the brand?

Performance Marketing with Carrefour

The Challenge

Numberly has been working with a leading international CPG group and Carrefour on a daily basis for the past 10 years and was chosen as a trusted third party to help them implement an offline and online marketing performance plan.

This partnership had 3 distinct objectives:

  1. Tracking the customer’s buying journey by analyzing online and offline transaction data
  2. Implementing an omnichannel activation protocol
  3. Measuring the incremental impact of these digital activations in offline and online transactions

The challenge was to create an omnichannel activation for an electric toothbrush’s brand’s consumers and potential consumers and generate sales at Carrefour France.

The Solution

Numberly’s teams were tasked with designing and implementing an offline and online performance marketing campaign by leveraging Carrefour’s Xperiences platform.

This omnichannel campaign was carried out in several stages.

First, the advertiser’s and Carrefour Xperiences’ databases were cross-referenced to identify the consumers present in both databases. Many consumer segments were then targeted in both databases.
In the advertiser’s database, consumers who had purchased the brand’s products were identified, while in the Carrefour Xperiences database, consumers that were the most likely to purchase the brand’s products, based on their purchasing behavior and regular consumers of products in the same category, were targeted.

Numberly then designed 3 protocols with 3 different types of consumer activations (CRM and/or media) for each protocol to:

  1. Identify which type of consumer activation brings the highest ROI
  2. Identify the most relevant consumers to target

The CRM activation campaigns were set up by email and on the advertiser’s internal tools, while the media campaigns took place on Display & Video 360 (Google’s programmatic buying platform). These campaigns lasted one month during which regular reports were also written in order to adapt and optimize the activations towards the different consumer segments on a daily basis.

At last, two weeks after the end of the activation campaigns, Carrefour France sales were analyzed for a period of 7 days.

The Results

This performance marketing operation was a success, especially the first two protocols that targeted consumers of the brand’s products and those with similar buying behavior.

In addition, the media campaigns generated a lot of engagement with 10 million impressions generated and a click-through rate of 0.17% on display.

Thanks to the Carrefour Xperiences platform, the advertiser was able to better target its consumers, create more precise segments and analyze the customer journey.

Carrefour, for its part, was able to maximize its revenue by monetizing its shopping data, better understand its consumers and their preferences, and boost its sales by increasing online traffic and offline trips. Indeed, the program resulted in an incremental ROI of 1.2.

Some figures

230 %

sales increase

1.2

incremental ROI

7.1 %

conversion rate (consumers contacted)