Optimizing Campaigns Using Kroger Retail Data

This case study outlines the campaign for a national beverage brand, utilizing retail data from Kroger to optimize media buying and align with outcome-based metrics, particularly focusing on Return on Ad Spend (ROAS). The Choozle team was tasked with launching the campaign within a tight timeframe, having received the campaign requirements on a Wednesday and launching it by Friday. To achieve precise targeting, the team employed zip lists of Kroger stores, effectively reaching local audiences. The audience was segmented into three distinct groups: new purchasers, existing purchasers, and lapsed purchasers, based on their purchase history. This segmentation strategy aimed to enhance the relevance and engagement of the messaging. The campaign's effectiveness was measured by significant metrics, including a ROAS of 6.68X and campaign sales totaling $476K, while also achieving a new household reach of 36%. The case study highlights the challenges and strategies involved in optimizing a campaign using retail data.