Sainsbury's harnessed the power of Yahoo!'s Consumer Connect to target the entire baby category.
Measuring the impact of online advertising on offline sales has been an ongoing
challenge for FMCG marketers. So, Yahoo! found a solution and FMCG retail brands
like Sainsbury's are reaping the benefits. Consumer Connect is a targeting and
advertising effectiveness product which merges retail shopper data with Yahoo!'s user data, enabling advertisers to reach highly qualified consumers online, at scale, and measure the impact and return of that advertising at the point of purchase.
Sainsbury's needed a platform to communicate that Sainsbury's is the supermarket that understands babies, the needs of mums as well offering value deals. The aim for Sainsbury's was to increase purchase frequency of baby products by getting more footfall through their doors. They also wanted to encourage crosssell between the different categories within the aisle: baby food, milk, nappies and wipes.
Using our Consumer Connect panel of joint Yahoo! users and Nectar card holders, we
identified target audience segments whose purchase behavior indicated they were in the right life stage to be looking to purchase baby items during the period or soon after. We then created a lookalike model to scale the reach of the campaign and targeted the Sainsbury's campaign advertising to this audience of 8.5million unique users across Yahoo! The online creative was designed to drive consumers to the aisle by demonstrating that Sainsbury's has everything a mum needs,at the right price
The campaign generated a massive ROI of £5.41 for every £1 spent, 59% above the average benchmark for a Consumer Connect campaign. The campaign drove £460,000 (2.7%) in incremental sales to the category. This equates to 1.2% of Sainsbury's total aisle revenue. The campaign recorded over 25.1 million impressions reaching 6.6 million targeted households. Baby food saw 8% uplift in sales and baby wipes an impressive 17.3% rise. Overall we changed shopper behaviour as the results proved that customers were more loyal in the baby category and frequency of purchase was increased.
Brand gains were apparent for the advertised brands despite strong promotional activity amongst competitors in aisle. Strong Sainsbury's branding and campaign creative have driven customers to the aisle and increased the categories in which they shop. Biggest increases were evident where Yahoo! complemented in-store promotions, driving incremental revenue gains.