CPG Company’s Products Score Significant Win with Supermarket Promotion | Retail
4/15/2025
RRD’s cross-device display solution converts consumers’ appetite for Asian-inspired meals into online impulse purchases
CHALLENGE
A Canadian-based CPG company sought to drive awareness and sales of their products — refrigerated Asian-inspired meals — to a U.S. supermarket chain’s customers. Specifically, the company wanted to market the products in the week prior to the supermarket’s buy-one-get-one (BOGO) promotion, and then extend their marketing on the week following the BOGO to prompt additional product purchases.
SOLUTION
RRD partnered with the company to devise a cross-device display package featuring add-to-cart functionality that would:
- Convert product interest into online impulse purchases
- Deliver personalized creatives offering shoppers a simple way to add products to the retailer’s shopping cart
- Drive high engagement and conversions by connecting the brand experience directly to purchase
By incorporating the RRD Consumer Graph™ into the campaign, RRD was able to initially gather information about demographics, interests, card spend, geographies, and more, including household-level and neighborhood-level insights. This data enabled the campaign to target the shoppers that exhibited traits and demographics that the company was especially interested in serving.
RRD partnered with the company’s marketing and brand teams to design all creative assets. The emailed creatives included large product images, a retailer logo, and a call to action button to activate strong consumer engagement.
As the customer requested, the emails were sent out in two waves — the week before and the week after the supermarket chain’s BOGO event.
- An initial email blast, followed by a display add-to-cart
- After the BOGO had run its course, it was back-ended with a display add-to-cart and a second e-mail blast
RESULTS
Consumers responded very favorably to the campaign promoting the CPG company’s Asian-inspired meals — exceeding the benchmark for cross-device display advertising. Results included:
- A click-through rate (CTR) of 0.53% and 0.31% for the two waves (benchmark is 0.14%-0.18%)
- 11% (approximate) email open rate for both waves; the unique click-to-open rate ranged from 5% to 7%
- In all, over 35,000 products were carted, resulting in an estimated value of more than $260K