Building market share and incremental sales
A leading dairy company wanted to drive sales from their target customers and win market share from a large national competitor. Using our first-party data and NCSolutions’ (NCS) purchase-based data, our client was able to message the right audience, drive incremental sales and build market share.
incremental sales lift
lift in penetration
decrease in national competitor’s market share
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A powerful partnership with NCS
Epsilon-Conversant’s comprehensive understanding of over 200 million consumers was used to build an audience of the dairy brand’s target buyer, identifying demographic and behavioral attributes that aligned with the brand’s target consumer. Because the brand’s products are only sold at smaller regional retailers, all media delivery was geo-targeted around those retail partners to reach only shoppers at those locations.
NCS's SKU-level purchase data was used to build an audience of brand buyers and light to regular buyers of their competitor at the household level. Thanks to our direct-match integration with NCS, we’re able to leverage Epsilon-Conversant’s best-in-class deterministic identification to match the highest-quality households in the NCS audience, then control media delivery to those consumers at the individual (not household) level; driving campaign performance with maximum efficiency.
We delivered 49 million impressions and reached 11.2 million unique individuals. The creative included coupon offers, holiday messaging and recipes.
New brand buyers accounted for 20% of the incremental sales—2X greater than NCS’s penetration benchmark of 10%.