Our goals: More than just sales growth
The main objectives of the campaign were clearly defined:
- Increasing turnover and sales: by integrating digital add-ons into the existing media mix, the aim was to bring additional customers into the markets and increase sales in a targeted manner.
Data-based optimisation: We not only wanted to achieve short-term success, but also collect usable data in order to design future campaigns in a targeted and efficient manner.
The implementation: pull and push measures in perfect harmony
Pull strategies: With the help of digital leaflet platforms such as Stocard, Bonial and Profital, targeted adverts were placed that directly addressed active app users in Germany and Switzerland. The platforms allowed a precise regional approach in order to maximise relevance for the target group.
Push measures: By using "Offers Unlimited" from the Offerista Group, part of the MEDIA Central Group, targeted offers were communicated to users in the hyperlocal environment. The aim of these measures was to increase the reach in the immediate vicinity of the shops and thus increase local customer frequency.
The database: precision as the basis for meaningful results
A well-founded analysis requires careful data preparation and selection. To evaluate the measures, we focussed on selected promotional items.
- Scope of the analysis:
- A total of 170 promotional items were analysed.
- Of these, 112 items had SAP/EAN codes.
- 67 items met all the criteria for a meaningful analysis.
- Criteria for item selection:
- Items sold in most stores for more than 6 months.
- Included in the product range for at least 1.5 years.
No longer out-of-stock phases (maximum 2 months).
The results: The campaign delivers exciting findings
The following findings were achieved over a period of 2 years:
- Increase in revenue: Ø+21 % for the advertised articles.
- Increase in sales: Ø+27 %.
- Return on Ad Spend (ROAS): At Ø1.52, clear proof of the efficiency of the resources used.
The top 3 products: Turnover, sales and ROAS at a glance
Revenue uplift:
The 20 items with the highest sales growth were primarily from the dairy products, coffee and alcoholic beverages categories. Fresh products such as raspberries were also among the top performers.
Top 1: Landliebe butter with a revenue uplift of 121%
Top 2: Paulaner Spezi with a revenue uplift of 64%
Top 3: Melitta Bella Crema coffee with a revenue uplift of 53%
Sales uplift:
Dairy products, coffee and alcoholic beverages also dominate sales.
Top 1: Landliebe butter at 129%
Top 2: Milka chocolate at 97%
Top 3: Ferrero Küsschen at 89%
ROAS (Return on Ad Spend):
The beverages, dairy products and coffee categories are characterised by an above-average return on ad spend (ROAS). This emphasises their efficiency in the media mix and their ability to achieve not only high sales but also a particularly profitable advertising impact.
Top 1: Landliebe Butter à 12.4
Top 2: Superb sparkling wine at 10.1
Top 3: Rothaus Tannenzäpfle at 7.2
"The two-year test phase with MEDIA Central was a complete success. The positive results confirm that we are on the right track with our reorganised digital strategy. I am therefore looking forward to continuing our successful collaboration!"
says Norbert Schoeffel, Managing Partner at HIEBER.
The results clearly show that digital add-ons are a powerful addition to traditional media. With an average sales growth of 21% and a positive ROAS, the combination of pull and push measures offers an effective way to target customers and generate long-term profits.
Would you also like to optimise your campaigns?
We can help you find the right measures for your target group and achieve maximum results.
Contact us now and find out how digital add-ons can increase your sales.