Use the SYNQY Retail as a Media Service to improve the effectiveness of their
Albertsons/Safeway wanted to increase the value of their loyalty platform, both for shoppers and CPGs, on their digital coupon site. The SYNQY Retail as a Media Service was implemented to enable brands to promote their products with interactive advertisements wherever they showed up on the coupon page. Much like an endcap in a physical store, SYNQYs ads were essentially a digital endcap online. Brands used the opportunity to place interactive ads such as recipes, videos, or product information for new product launches, along with their coupons. Using SYNQY in this manner made it so that the shopper was motivated to buy not just on price alone but by the value the product brought to the shopper. On average, brands who advertised with SYNQY saw an increase in sales of 8-10%
Tractor Supply/Scotts Miracle Gro
Tractor Supply Company (TSC) launched a retail media platform for their vendors in January 2022. Enhanced Product Listings by SYNQY is the first technology on the platform with more to come in late 2022 and 2023. Scotts is advertising its major brands (Miracle-Gro, Scotts, Ortho) to drive conversion on tractorsupply.com. In addition, they wanted to reinforce their product benefits to existing customers and educate TSC shoppers who are not yet buyers of their brands.
There are two issues The Scotts Company wanted to address:
Scotts chose to use the Enhanced Product Listings platform because it enabled them to educate shoppers using rich media and influence the sale earlier in the sales cycle.
The peak season (May) for Miracle-Gro returned a strong sales lift of greater than 12%, Return on Ad Spend (ROAS) of 7.6X, a click-through rate of 1.5%, meaning 1.5% of the shoppers that saw the Miracle-Gro product clicked on the EPL to view the rich media.
As the season purchase rates tapered off, the campaigns maintained a respectable lift and ROAS, even when the overall click volume seasonally declined. Well into the off season, Scotts continued educating shoppers on the Miracle-Gro product for future purchases next season.
Enhanced Product Listings (EPLs) can promote products in places where persuasive content didn’t previously exist, on product listings, where over 80% of the competitive purchasing decisions are made.
Grow retail sales without impacting the customer experience.
INCREASE PURCHASE RATE