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Grocery shopper trends and the new weekly circular industry landscape (Part 2)

This week’s guest blog post is contributed by Blake Eisler, Client Solutions Director, Oracle Data Cloud.

In my last post, I touched on the marketplace conditions for a retailer beginning their digital journey with a weekly ad. 

Our team focuses on the digital distribution of the weekly ad, and then how a retailer can take that highly valuable content and leverage relevant digital media channels to distribute it.  

The winning goal for any grocer is twofold: create an optimized weekly ad media mix supported by data and stay relevant with their shoppers.

The advice I give to many clients is begin retraining and testing the shopper now. Instead of consuming media in print, teach them about digital.

To begin teaching, take a mass-targeted approach and leverage shopper behavior so that the media reaches active loyal shoppers and also provides closed-loop feedback on performance.

This is critical to the learning agenda to establish their own benchmarks for success.

Due to the lack of digital funds, retailer organizational alignment, and viable technology options, there are few benchmarks and best practices identified for marketers.

For this reason, here’s an eCirc test setup and campaign results from our work with northeast regional grocer, Price Chopper, with 134 stores in 6 states: NY, PA, CT, MA, VT, and NH.

Price Chopper eCirc test setup and campaign variables: 

  1. This digital media campaign was purely additive; nothing was modified to their current print distribution.
  2. Strategically identified test markets, ad zones, and shopper target for the campaign.
  3. Selected a single digital media platform that provides high weekly reach, ensuring scale during the promotional week (in this case, Facebook).
  4. Retailer selected top-promoted weekly deal offers to feature week over week in-ad (via Facebook carousel ad).
  5. Our team digitized primary shoppers from the selected test stores and fulfilled by ad zone to ensure deal/pricing accuracy within the ad experience.
  6. A 10-week, in-market media flight then launched, governed by reach and frequency.
  7. Measurement conducted on in-store sales performance and impact via DLX ROI. 

The simplicity in this approach is a winning one because we have data points to support strong performance. It’s also achievable against a multitude of challenges.

According to our proprietary research conducted in 2015 on weekly ad consumer trends, 87 percent of shoppers receiving and using the grocery printed ad/circular review the entire ad.

The results

We found that targeted media was highly effective at reaching qualified customers for Price Chopper, resulting in both loyal and new shoppers engaging and transacting in-store.

In addition to incremental lift and positive ROAS against weekly promoted items and total store, we found that targeted ad exposure of the weekly ad deals positively influenced trips. 

  • 1.70 percent incremental sales lift in total store, 3 percent incremental sales lift at the promoted product group level, and 18x ROAS.

Almost all measured lift was derived by the most loyal shopper segments with the strongest lift stemming from value shoppers.

Additionally, ad exposure drove engagement among new shoppers with this content. 

Bottom line for marketers

We’ve laid the foundation for the new normal for Price Chopper. Now we’re focused on solving for:

  • Spend-alike modeling for acquiring shoppers and trips—incremental budgets required
  • The technology gap and how we can use relevancy to serve up a more 1:1 personalized ad experience

In the meantime, we’re leveraging the campaign test performance data to optimize our current live weekly ad campaign maximizing each digital media impression.  

Have questions about applying these successful results to your campaign? Reach out to us through The Data Hotline so we can help you one-on-one. (What's The Data Hotline?)

About Blake Eisler

Blake is a vertical leader for digital strategy and solutions for CPG Retail brands. She leads team engagement with clients to leverage data and insights to optimize their targeted and measurable paid addressable media strategy. 

Prior to Oracle Data Cloud, Blake spent many years at Horizon Media and The Vidal Partnership developing digital and mobile media strategies for accounts such as Jack in the Box, AETN, Crown Imports, Sprint Nextel, and The Home Depot.

Image: Shutterstock

Graphics: Oracle Data Cloud proprietary engagement segmentation

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