Case Studies

THE CHALLENGE

In an incresingly competitive pet food market, a leading brand sought to expand beyond traditional loyalty programs to reach new, high-potential customer segments within Schnucks' shopper audience. They aimed to not only retain existing customers but also capture competitive shoppers and non-category pet owners, ultimately driving significant revenue, market share, and category growth. The challenge was to identify and engage these diverse segments effectively, leveraging data beyond standard loyalty insights.

The campaign focused on cross-device display ads, targeting seven distinct segments, and the verification of campaign performance was managed by Double Verify.

THE SOLUTION

Partnering with Schnucks and utilizing the Rippl Retail Media Network, the brand gained access to Schnucks' unique deterministic purchaser data. This allowed them to reach beyond loyalty members and tap into a wealth of extended attributes, providing a granular understanding of shopper behavior. The campaign employed cross-device display ads, targeting seven distinct segments:

• Brand Dog & Cat Food Known Shoppers
• Competitive Dog & Cat Food Known Shoppers
• Schnucks Dog and/or Cat Owners who are Non-Category Shoppers
• Schnucks Pet Owners

By overlaying 140+ extended attributes on these audiences, the brand was able to create highly targeted campaigns and reach pet owners who typically shopped for pet products elsewhere. Double Verify was used to ensure accurate campaign performance verification.

THE BIG WINS

Measurable Success

The campaign delivered >15x iROAS among brand shoppers, demonstrating the effectiveness of Rippl's comprehensive audience segmentation and measurement capabilities.

Incremental Sales Boost

By reaching Schnucks pet owners who were previously shopping at competitors, the campaign generated 16% in incremental sales. This was a direct result of the precise audience targeting enabled by Rippl's extended attributes.

Expanded Reach

Leveraging deterministic purchaser data, the campaign achieved a +19% increase over the Authenticated Viewers benchmark, significantly broadening outreach and engagement.

THE RIPPL EFFECT

Rippl's dataset of both loyalty and non-loyalty customers combined with their rich behavioral and demographic attributes gave Schnucks and this pet food brand the ability to expand reach to welcome Schnucks customers into a category they shop in other channels. Additionally, the full closed loop measurement of the campaign let us understand exactly how those tactics worked down to a segment level - beyond just loyalty member purchases.

Tom Henry, Chief Data and Deputy Chief Information Officer

Schnuck Markets, Inc.

By harnessing granular audience insights and extended attributes, the pet food brand successfully supercharged incremental sales and elevated marketing effectiveness. Rippl's ability to provide a complete view of the customer, beyond traditional loyalty data, proved to be a powerful advantage in a competitive retail landscape.

THE BACKSTORY

Hoping to make a splash with their new product extension Cold Foam Creamer, Danone’s International Delight (ID) partnered with Schnucks, a member of the Rippl data and media network, to amplify brand awareness and encourage product trials. 

THE STRATEGY

The teams took advantage of Rippl’s advanced segmentation capabilities to create custom, deterministic purchaser audiences based on specific behaviors and preferences. Rippl unlocked a more granular approach that would allow them to compare performance across different segments, which included:

• Best Schnucks customers: Loyal shoppers who frequently engage with Schnucks

• Current ID shoppers: Shoppers already familiar with ID offerings 

• Lapsed ID shoppers: Customers who made purchases previously but did not return

• Category non-brand shoppers: Consumers interested in similar product categories

• General non-brand shoppers: New potential customers

This tailored approach allowed the teams to lean into specific consumer behaviors and preferences, setting the stage for a highly effective advertising campaign.

THE BIG WINS 

Broader, more complete audiences

By combining loyalty and non-loyalty transactions, the campaign outperformed ROAS targets and grew overall category sales with a campaign ROAS exceeding 5.75.

Granular targeting capabilities ‍

Precision targeting through SKU-level insights supported campaign objectives around share gains and driving product trials–delivering a brand ROAS of >3.5.

Accurate, reachable customers

Bridg’s purchase-based identity resolution capabilities enhanced match rates and reachability to beat the Authentic Viewable benchmark by 21%.

THE RIPPL EFFECT 

Overall, the custom audiences from Rippl supported a cohesive, impactful marketing effort that resonated with target audiences and grew brand share. Contact us today at rippl-audiences@bridg.com to discuss how Rippl can support your campaign goals with data-driven strategies and meaningful consumer engagement.

Rippl empowered Schnucks to present our loyalty and non-loyalty program customers with targeted Danone promotional content. More importantly, Rippl gave us the ability to quickly produce closed-loop measurements of the incremental sales generated by the promotion and its return on advertising spend.

Tom Henry, Chief Data and Deputy Chief Information Officer

Schnuck Markets, Inc.