Shopper Engagement

A manufacturer of household cleaning products achieved a 193% return on advertising spend for its new product campaign at Walmart.

ISSUE

The client was introducing a new household cleaning product at Walmart into a very competitive category with several strong and established brands. The manufacturer needed to identify its top prospects in Walmart and be able to communicate the brand value directly to the retailer in order to establish sales.

INSIGHTS

IRI’s Shopper Analytics team used IRI ProScores® for Walmart Targeting to launch a campaign that focused on two key shopper segments. Within these segments, two million households were targeted and offered a sample of the product.


To do this, IRI was able to identify shoppers who had purchased within the category at Walmart. Then, the team used ProScores to refine the target audience, which was defined as households that were the heaviest category spenders in the market and loyal Walmart shoppers with a high share of CPG spend at the retailer.

IMPACT

By focusing on the highest value shoppers, the campaign yielded incremental sales lift for the brand during and after the promotion. IRI ProScores for Walmart Targeting drove 193% return on advertising spend over 52 weeks for the brand. IRI’s ability to design and measure the incremental cash flows over 52 weeks proved the positive economic impact to the brand.

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