Case Study

Driving Incremental Sales with Strategic In-Store Advertising

A Major Frozen Food brand partnered with an innovative in-store advertising platform to test the impact of targeted shopper marketing efforts on product sales. Using a data- driven approach, the study measured the effectiveness of advertisements placed within a supermarket chain over a 12 week test period.

Objective

The campaign aimed to assess how in-store advertising influenced sales performance within the frozen pizza category, focusing on incremental growth and overall dollar impact.

Methodology

  • Store Selection: Supermarkets were matched into test and control groups based on criteria such as sales volume, shopper demographics, and geographic location.
  • Implementation: During the test phase, advertisements featuring a promotional offer were displayed in selected stores. The control stores did not run any advertisements.
  • Data Analysis: Statistical techniques, including Analysis of Covariance (ANCOVA), were employed to evaluate sales changes, ensuring results were attributed to the advertisement.

Results

  • Sales Growth: The campaign drove a 6.5% relative increase in dollar sales for the featured product, with a strong statistical significance.
  • Category Impact: The frozen pizza category observed a modest 1.5% increase in sales during  the test period.
  • Promotional Effectiveness: The promotional offer proved successful in attracting shoppers and increasing incremental sales volume.

 

This case study underscores the effectiveness of tailored in store advertising strategies in boosting sales and category performance, highlighting the value of integrating shopper marketing into broader brand strategies.