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Combining the power of first and third party data to acquire new customers

A major multinational grocery and general merchandise retailers has one of the most visited websites in the country. Their new digital-focused strategy demanded a high-performance campaign to attract more customers in a cost-efficient way.

Challenge:

The retailer was looking to develop a digital-focused, highly personalized campaign fuelled by their own CRM data to attract new customers and reactivate old customers, while driving down cost per acquisition (CPA). The goal was to increase the number of new customers by 17%.

Solution:

Cadreon defined media buying based on the client’s club card database to identify and target customer groups who would most benefit from shopping online based on their purchasing habits. We combined targeted offers and messaging with a unifying “1-hour delivery” proposition to develop a campaign that was both personalized and universally motivating.

Results:

– Increased new customers by 20% year-over-year, beating the client’s target by 3%.
– 30% reduction in CPA.
– 70% of new customers converted through digital channels.