Albert Heijn (AH) wanted to drive footfall traffic in-store to increase sales during summer months when much of their primary audience were on holiday, and specifically target infrequent and new customers to shop.
For this programmatic and mobile campaign, AH tapped into mobile-location data to determine when and where the target audience could be reached. Using this data, 73 postcodes across the Netherlands, where mostly secondary and tertiary customers lived, were served ads to drive them in-store, with specific promotions displayed according to their nearest AH store using store inventory data.
The results were incredible. Using Resono and Sage+Archer data, we saw a footfall uplift of 26% in activating more secondary and tertiary customers to visit an AH location compared to the control group! Not only this, but there was a 30% uplift of new customers from the target group to the selected AH locations. This was measured by the share of customers that did not buy any products of the same brand within the category during 26 weeks prior to the activation period of the pilot (AH sales data 2020).