A leading retailer did not know if its organics marketing campaign was driving growth with first-time buyers or favoring repeat buyers.
The IRI Collaboration Gateway helped the retailer:
- Learn that it increased the buyer base of its organics line by 7.2 percent through the campaign.
- Understand the majority of the growth for the retailer’s organics line was driven by new buyers during the campaign period, representing 83 percent of the gains.
- See that the trial increased the conversion rate by 5.7 percent, and the repeat rate was up significantly to 45.3 percent.