A national premium coffee brand wanted to grow packaged coffee sales through a targeted email campaign.
Although the client maintained a large CRM database, it lacked the data required to target more precisely — namely, purchase behavior of its brand consumers and the overall premium coffee category.
IRI conducted an in-depth analysis leveraging IRI ProScores, purchase propensity models that forecast 12-month spend across brands and categories for every household in the U.S.
These models build scores by UPC, brand, retailer and custom segmentations to determine each household’s predicted CPG spend. IRI ProScores includes highly dimensional demographics, with over 2,000+ variables per household, and thousands of categories and subcategories across multiple brands.
With this powerful tool, IRI identified not only which shoppers in the database were heavy and light buyers of the client’s products, but also which shoppers were heavy and light buyers of the overall premium coffee category.
IRI helped the client design a multi-targeted email campaign, executed specifically against 2.1 million recipients designated as heavy premium coffee buyers (both heavy and light buyers of the client’s brand). The campaign included two offers: additional loyalty rewards and a $2 off coupon.
With IRI ProScores analysis and insights, the client was able to target more effectively and deploy advertising spend with greater efficiency. The campaign delivered a 227 percent ROI, a 13 percent sales lift in the light spender segment and a 10 percent sales lift in the heavy spender segment.
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