Does C.A.P. also build
brands at the POS?
SUMMARY
- A 6-month campaign was tested to shed light on long-term campaign effects.
- Results show long-term branding effects when advertising withC.A.P. as the general conversion rate without instore ad contact in C.A.P. markets clearly out pfermored the purachsing rate of reference markets across several months.
LONG-TERM EFFECTS
C.A.P.’s unique data pool does not only show short-term sales uplifts, its results also reveal long-term branding effects.
Cyreen analysed the conversion rate trend lines of two different shopper groups across a period of 26 weeks: Group 1 (shown in grey) was shopping in supermarkets without any C.A.P technology, whereas group 2 (shown in red) was shopping in supermarkets with active C.A.P technology. A part of group red might have seen this products’ campaign during earlier shopping trips to the respective supermarket, however group red did not see the campaign at the very moment of data collection.Overtime, supermarkets equipped with the C.A.P. technology (red) show a stronger growth of the conversion rate compared to supermarkets without any C.A.P. technology (grey). This case indicates that a campaign on C.A.P. is able to support long-term growth by both acquiring new customers and increasing brand loyalty.
Product Category
Brand
Campaign Period
Impressions
undisclosed
undisclosed
26 Weeks (CW27–CW52)
1’481’615
