Expand customer repertoire and drive trial on different products with Summer Drinks 2016 campaign offering
GHS banners used across category and department taxonomy of the ASDA.com site to drive awareness of the Summer Drinks event.
During the campaign period, the promotion achieved an average daily sales uplift of +85% compared to the pre-campaign period. YOY-average daily sales uplift of +72%.
Considerably higher uplifts on average than the non-media line counterparts.
There was a +90% uplift in customers during the campaign and benefited from a +5% uplift in sales per order from loyal customers.
The campaign products within the ‘Spirits’ department achieved a sales share gain of +11
PPT compared to the pre-campaign period.
Products with no or little price promotions within the campaign (media only), still achieved average daily uplifts in the region of +35% compared to pre-campaign period.
Email & external media helped to bring new/lapsed customers to GHS. New customers spent £75k on campaign products and £541k on GHS.