Cross-Promotion across different categories

01.

Background

A customer carried out a cross-promotion at a grocery store for 7 weeks, in which a new (unrefrigerated) snack product of the manufacturer was indicated on the packaging of a dairy product

02.

Research Questions

Does the promotion affect both the dairy product and the advertised snack article?

03.

Approach

  • Payback loyalty card analysis
  • Database: 100 stores, over half a year previous period and benchmark phase
  • Basic KPI analysis (penetration, repurchase rate, number of shoppers and purchases, turnover per purchase, …)
  • Analysis of the shopper segments
04.

Results

 

  • Compared to the benchmark period, an uplift of 0.92% on the snack product was observed. However, it cannot be ruled out that some of the additional shoppers were activated by a TV commercial
  • The shoppers activated in the cross promotion are on average younger than the regular shoppers of the snack article

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