Leveraging Cardlytics to Reach $4.52 Incremental ROAS for ABC Fine Wine & Spirits

Results you can take to the bank

Net Conversion continually utilizes the most measurable channels and partners to power our audience-first strategies.

Situation

We’re constantly testing new partners and channels at Net Conversion, and found an opportunity for ABC Fine Wine & Spirit with Cardlytics – a platform that deploys ads across digital channels from a network of banks. Given COVID-19’s impact on alcohol sales (people are DRINKING), we saw the opportunity to acquire market share and increase loyalty.

Objective

We measure the overall effectiveness of Cardlytics’ campaigns in terms of Return on Ad Spend (ROAS), and set a goal of $2.50 for our latest flight.

Implementation

Cardlytics uses purchase intelligence to reach new and existing customers. What bank apps know that we don’t is whether or not a consumer has bought alcohol at ABC or from a competitor within a certain period of time. In our first campaigns with Cardlytics, we used that data to form three audience segments:

New Shopper: has no purchases at ABC in the past 12 months

Light Shopper: has 1-3 ABC purchases in the past 12 months

Frequent Shopper: has 3+ ABC purchases in the past 12 months

To incentivize loyalty and win more share of competitors’ purchases, we deployed unique offers to each audience segment within the banks’ platforms on mobile, desktop, and email.

Results

In the month of June, we reached nearly 300k shoppers and drove a ROAS of $4.52 – an +80% increase over our initial goal.

In our next flight, we’ll be capitalizing on the industry’s demand surges even further by nurturing COVID shoppers with new dedicated audience strategies.