Schnucks realizes incremental category sales from leading pet brand campaign

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.