Context & objective
Wishing to test a new targeting and analysis tool, Médiaperformances deployed this solution as part of an omnichannel campaign combining Digital TV and In-Store to boost sales of Coeur de Lion coulommiers.
Thanks to their knowledge of retail, commercial networks and the analysis of sales performance data, Médiaperformances and Coeur de Lion were able to identify the most strategic shops to activate and target households living in their catchment areas with Digital TV.

Once the plan had been co-constructed, Coeur de Lion asked Médiaperformances to orchestrate an omnichannel strategy that would be rolled out over 6 weeks in two parallel retail media campaigns:

A Segmented TV campaign (lasting 4 weeks) targeted households living in the catchment areas of shops where the Coeur de Lion brand had a market share below the national average but where the ‘Soft Cheese’ category was performing well.
An in-store campaign (kakemonos on the shelves) focused on some of these outlets for 5 weeks, 3 weeks of which were coupled with the segmented TV campaign.

Methodology
MarketingScan is measuring the impact on brand sales with its new Ad4Sales solution.
Based on cross-referencing data from Orange and SFR boxes with transactional data from several million households, AD4SALES makes it possible to establish a direct link for 220,000 representative households (including 125,000 already eligible for segmented TV) between the fact of having been exposed to a TVB or TVS campaign and whether or not they will buy the brand in shop in the weeks that follow.
All of this was done passively and deterministically, without any declarative or probabilistic analysis..
The protocol enables us to compare changes in the purchases of the group exposed to TVS with a group not exposed that is perfectly identical from a statistical point of view: socio-demographic profiles, affinity for the category, appetite for the promotion on the category before the campaign and shop visits.Methodology

Results
The results were convincing, as this innovative campaign combining Segmented TV and In-store achieved its objectives by boosting the brand’s sales:
+ 7% incremental sales on value and volume purchases of the Coeur de Lion coulommiers range
+20% on the shopping basket by accelerating the frequency of purchases

To find out more about the methodology used, click here