Challenge
A high-end fashion brand wanted to launch a targeted acquisition campaign to reach new customers.
Case Study Personalized Rewards for targeted acquisition
Solution
- Rakuten launched a targeted acquisition campaign offering a personalized elevated 20% Cash Back rate, 3x the brand’s typical base rate.
- Using the brand’s CRM, Rakuten suppressed current customers from the campaign to avoid serving the elevated rate to existing customers.
- Targeted media in the form of solo email, app pushes, and banners were served to drive campaign awareness and engagement with the audience.
Key Learnings
- Targeting with personalized, elevated Cash Back drove significant lifts in new-to-file and reactivated shoppers, trips, and sales per audience.
- Campaign was efficient, delivering 2x ROAS.
- The CPA impacted average order value at a rate of 1.76x.
Results
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Serving a personalized, elevated Cash Back reward through a targeted campaign drove strong lifts across core audience performance metrics.
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Adding targeted media to the campaign drove incremental performance. The days that leveraged media saw a 111% lift in sales per audience compared to non-media days.
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Push notification open rate 4.64%, 2.2x above the rate associated with base rate or mass send
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Solo email click rate 0.75%, 3.5x above the rate associated with base rate or mass send
*Represents the Test Group(s) lift above the Control Group on days that media ran vs. days that media did not run. Media days are calculated to include days that the media ran, as well as days following the initial run. Push Notification = 2 days (run day +1) and Solo Emails = 3 days (run day +2).
Targeted audiences are curated and customized for the brand based on machine learning algorithms that take into account Rakuten member’s preference as well as recent and past shopping and purchase pattern, including shopping behavior across competitors.
Learn how Rakuten merchants turn rewards into revenue and brand loyalty
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Shutterfly proves Cash Back is an effective performance lever
