- Breakfast category buyers
- Stop & Shop shoppers
QUAKER® CAMPAIGN SPOTLIGHT
Incremental Return on Ad Spend
"Quotient’s Promotion Amplification greatly expanded the reach and strength of our existing temporary price reduction weeks, which would normally only be communicated on-shelf. This capability allowed us to reach shoppers in a third-party digital environment and notify them of an existing sale when the product might not have made Stop & Shop’s weekly ad or email. This program was even more important as we had to make significant changes to our traditional promotion tactics during a pandemic year.
Ultimately, it was an effective optimization of marketing & trade support to drive sales lift and incremental return on ad spend."
SEAMLESS CONSUMER EXPERIENCE
During nine weeks of temporary price reductions (TPRs) on its Instant Oatmeal subline, Quaker® wanted to deliver targeted promotions to more consumers beyond Stop & Shop supermarket’s weekly print and digital circular channels.
Quotient’s Promotion Amplification targeted an audience that would not have been aware that a sale price was available to them unless they happened to discover the breakfast product’s TPR at the shelf. The tool effectively expanded the reach of the TPR, creating additional awareness and driving incremental buyers to Stop & Shop.
Integrating retailer pricing and shopper loyalty card data into Quotient’s technology allowed Quaker to reach highly relevant audiences that maximized their campaign’s reach and efficiency.
Quotient designed a highly innovative and automated program called Promotion Amplification to help Quaker reach targeted audiences outside of the retail store environment.
Quaker tracked its campaign’s effectiveness through Quotient’s Advanced Media Measurement tool, which revealed a $1.20 incremental return on ad spend (iROAS). By delivering high-impact creative messaging to a highly qualified audience, the media propelled Quaker’s Instant Oatmeal labels to a strong sales lift of 6.4%, primarily through increased basket size.
Lift was also seen at the category level, leading to incremental sales for both the brand and retailer. Furthermore, the 0.19% click-through rate (CTR) exceeded the benchmark for this type of campaign.
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