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Cost-per-Acquisition decreased by
up to 54%
Tesco used our tech to optimize digital media banners which directly impacted ROI positively
Tesco is a household name in Britain and has been since it was founded in 1919. In 2011 it was the 3rd largest retailer in the world measured by gross revenues. It has stores in Ireland, the UK, the Czech Republic, Hungary, and Slovakia.
Objective
The client’s objective was to reduce cost-per-acquisition (CPA) on their digital media by optimizing their banners for a higher share of attention specifically across their click & collect offering. They wanted to do this across several dissections; overall, Clubcard holders, retargeting, Google interested and broad interest.
Challenges
Tesco values customer loyalty and identifying ways for Clubcard holders to find clear propositions is important to their strategy.
The challenge lay in finding ways to communicate this with customers across digital media in clear, and concise ways.
As a household name, this leading supermarket chain has to effectively roll out clarity across their digital platforms and needed to actively engage their customers at every stage of their journey which is why attention metrics became such a key consideration.
Method
The Tesco banners were tested through Dragonfly AI to identify where the share of attention landed, and assess the visual hierarchy of each banner.
These insights were then used to adapt the banners to attract a higher share of attention online.
Across the banners, the red click + collect button was moved and the call to action was relocated in some instances as per the data.
Results
- CPA for Clubcard holders decreased by 54%
- Retargeting CPA decreased by 39%
- Overall CPA decreased by 5.4%
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