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As the temperature begins to thaw, consumers will venture out to enjoy the weather—and start spending on seasonal traditions and celebrations. So before you spring ahead for daylight savings, get a head start on engaging your customers with personalized messages and offers that enhance their plans, from spring break to Mother’s Day. 

Plant the seeds for next season’s targeting and personalization strategies today with pre-built audiences from Rippl. Our deterministic purchaser audiences help you connect with the right shoppers at the right time based on SKU-level transaction data. 

Explore our latest batch of seasonal audiences below and find more details here.

‍Spring break preppers

Known purchasers of items to prep for a trip in the sun – such as self-tanners, sunscreens and after sun care

Before the youths leave for Cabo, make sure your products are tucked away in their luggage. Approximately 1.5M U.S. college students travel for spring break, spending an average of $1080 on their vacation. 

St Pat’s party hosts

Individuals who purchased adult beverage categories – wine, beer, spirits and mixers along with party platters and salty snacks in February or March 2024

Last year, a record 62% of Americans planned to celebrate St. Patrick’s Day, which translated to a whopping $7.2B in spend. Forty-three percent of revelers planned to spend the day attending or hosting a party or parade. Make sure they have the best deals on drinks and snacks before the festivities begin. 

Easter feast hosts

Known purchasers of traditional Easter meal fare such as ham, lamb, roasts, dinner rolls and vegetables leading up to Easter in March 2024

Easter celebrations may call for pastel threads, painted eggs and decked-out baskets, but food is where consumers spend most of their budget – to the tune of $7.3B.

Easter candy

Individuals who purchased items to put in an Easter basket in 2024 including candy and Easter themed items

In 2024, 69% of consumers planned to celebrate Easter and 53% intended to buy candy. Fill every basket, and satisfy every sweet tooth, with this syndicated audience.

Mother’s Day gifters

Individuals who purchased items leading up to Mother’s Day 2024 including flowers, cards, candy and Mother’s Day themed items 

Help them say “Thanks Mom” with all the right touches. Flowers, food, gifts and drink enjoyed a 20% increase in conversion for Mother’s Day last year.

Prefer to build your own?

Great news: we can work directly with you to create custom audiences according to your specific business needs and strategy.

• Position new products with deterministic purchasers of complementary/competitive categories or brands 
• Choose from 140+ enhanced attitudinal and behavioral attributes to tailor audiences
• Get granular with SKU-level deterministic buyers to promote your exact sizes and flavors

About Rippl

Rippl is a retail media network that makes it easier for advertisers and brands to collaborate with regional retailers and convenience stores. Discover one point of access to 100M+ shoppers across the US in convenience stores and grocers like Schnucks, Wegmans and Giant Eagle, and create multi-retailer campaigns that deliver results.

Contact us at rippl-audiences@bridg.com to learn more!

Ring in the New Year with New Audiences from Rippl

2025 will be here before we know it, and the new year marks a major shift in consumer behaviors and preferences. Holiday feasts turn into fitness focus with a side of football, and we’re here to help you reach your shoppers with everything they need from New Years resolutions on Jan 1 to Valentine’s Day.

Our deterministic purchaser audiences, available on LiveRamp and The Trade Desk, draw from a network of 100M+ unique shoppers across the U.S. in convenience stores and grocers such as Schnucks, Wegmans and Giant Eagle. Reach the right people based on actual transactions rather than modeled data sets to drive measurable ROAS with Rippl.

Explore our seasonal audiences below and find more details here.

New year, new you

Individuals who purchased protein powders, supplements, electrolytes, and other health related items in the past 12 months.

More and more people are reaching for tools to fuel their fitness goals, with the protein powder market reaching $21.4BN in 2023 along with an expected CAGR of 9% for 2024-2032. Help your customers get a leg up before they hit the leg machine with personalized offers that fit their wellness goals for the new year. 

Stock the medicine cabinet

Purchasers of over-the-counter cold and flu, kleenex, lip balms, and illness support in the last 12 months.

Consumers are increasingly turning to OTC medications to address health issues: compare the 26 trips US consumers make yearly to buy OTC products to the yearly average for doctor’s visits—three. Provide the right offers to meet shoppers as they stock up.

W/ kids

Same as above with electrolyte drinks in homes with kids

Eighty-five percent of U.S. parents would rather treat their children’s minor health issues with an OTC medicine before visiting the doctor. Honor their preference with deals on everything they need to help their kiddos get back to feeling better.

Super Bowl fun

Over-indexing purchasers of adult beverages, party platters, and chips/snacks leading up to Super Bowl 2024

In 2023, 62.5M people watched the Super Bowl—and they didn’t do it without sustenance. New data shows that 50% of viewers will purchase soda for the game, 37% will buy beer, and 22% will buy spirits. And let’s not forget the snacks: 75% plan to buy chips, as well as dips/salsa/guacamole (67%), pizza (47%), chicken wings (42%), and nachos (22%).

Valentines love

Over-indexing purchasers of the candy category in February 2024

What’s a Valentine’s Day without candy? Most U.S. consumers are not willing to find out. In fact, more consumers purchase candy than any other gift item for the big day. This year, 92% of Americans planned to purchase candy for the occasion, including 58 million pounds of chocolate (there’s a reason the US Chamber of Commerce has dubbed the holiday an “economic engine”).

W/kids

Same as above in homes with kids

Thirty-nine percent of Valentine’s candy and gifts go to children. Help mom and dad gift the entire class with personalized offers on popular sweet treats. 

Create custom audiences 

In addition to our syndicated offerings, our team can work with you directly to create custom audiences according to your specific needs. Whether you’re looking to grow a category, steal competitive share or overlay extended audience attributes, we can help you build campaigns according to strategic attributes to reach your goals.

• Target category adjacent shoppers
• Reach shoppers of competitive brands
• Narrow intended targets via lifestyle & buying behaviors

About Rippl

Rippl streamlines regional retailer and convenience store collaboration for brands and advertisers by creating one point of access to anonymized individual shopper profiles. Create audiences based on confirmed purchasing behaviors, launch multi-retailer campaigns and optimize future campaigns with our new data and media network.

Contact us at rippl-audiences@bridg.com to get started! 

Despite their massive popularity, retail media networks have been plagued from the start with measurement shortcomings, most notably the disparity among methods across retailers. And since retailers usually do not share their data or their particular measurement methodology with brand partners, the lack of transparency also puts a strain on the retailer-advertiser relationship. How can both parties overcome these challenges to monetize data and prove ROAS?

RMN has an ongoing measurement problem

Ideally, advertisers who partner with retailers to advertise on their media networks should be able to close the loop on customer purchase decisions and overall campaign performance. The whole appeal of advertising on these networks, after all, is to take advantage of first-party data to drive performance and reach incremental audiences. In a recent survey conducted by IAB, RMN ad buyers reported plans to increase spend by 11% YoY in 2023. Their top motivators were to:

• Reach incremental audiences (55%)
• Leverage retailer first-party data (52%)
• Drive performance (48%) 
• Leverage customer data (45%)

The reality, however, looks fairly different. In the same IAB study, 62% of buyers cited the lack of measurement standards as a top challenge, with nearly 60% expressing a need for greater transparency. Overall, collaboration and communication is an area of opportunity for retailers offering these networks. Sixty percent of ad buyers reported wanting better collaboration and communication, while only 12% said they were “very satisfied” with their RMN partner relationships.

‍First-party insufficiency drives the divide 

At the core of the regional retailer/advertiser relationship is the first-party data driving the retail media network’s success.

Many retailers simply lack the necessary data scale to warrant advertiser spend in the first place. 

Furthermore, for those that do move forward with a partnership, the data supporting campaign audiences often turns out to be lacking in depth. It’s also usually still aggregated, making it difficult for advertisers to derive insights that would inform future decision making.

On the measurement front, advertisers are also dependent on their retail partner to deliver metrics. How can advertisers know that these measurements are accurate? Additionally, for advertisers taking advantage of multiple networks, it’s almost impossible to compare campaign performance, since each retailer usually uses its own measurement methodologies and standards.

‍Rippl sparks a sea change for RMN

Our new data and media network Rippl helps mitigate these challenges by bringing multiple regional retailers together into one network, expanding and enhancing their first-party data along the way. As a result, advertisers have one point of access to a national footprint of individual shoppers at scale, allowing them to more efficiently and effectively execute multi-retailer campaigns with consistent measurement capabilities.

For advertisers, Rippl unlocks a new level of granularity and transparency when it comes to shopper data, accessible via a user-friendly interface or streamlined data lake. They can create tailored audiences and enable direct offsite digital media activation. They can also analyze the actual impact of their efforts on sales through transactions and SKU-level purchase data tied to media impression logs to provide visibility to sales attribution. Using behavioral shopper data, advertisers can further derive insights at the intersection of trade, promotion, and media to optimize their spend with tactics that drive maximum brand volume.

About Rippl

The Rippl data and media network unlocks regional retailer and advertiser collaboration through enriched first party data using Bridg's proprietary offline identity resolution capability. Advertisers have access to regional retailers’ first party data to execute campaigns across multiple retailers with consistent measurement and improved retailer collaboration.

Contact us today to learn more.

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