Oikos mixes up a winning formula for sales growth on Albertsons with Flywheel and Criteo

Finding the perfect mix of metric insights

In order to optimize Oikos’ campaigns, Flywheel first needed to identify which items were performing well, which were not, and the underlying reasons for these outcomes.

With first look access to a new reporting tool from Criteo called KPI Lift, Flywheel was able to gain clearer lines of sight into key retail metrics that previously lived in separate reports, such as PDP visits, sales rank, and total sales. Beyond these metrics, the KPI Lift dashboard also highlighted underperforming items relative to the media support behind them. This visibility allowed Flywheel to advocate for a broader media strategy, supporting a wider variety of products on the retailer’s platform.

With a clear understanding of the gaps, Flywheel then got to work on creating a media strategy specific to the brand’s needs.

1. Negated branded keywords in order to avoid wasted spend on shoppers who were already searching for the brand on Albertsons.
2. Harvested basket building and category keywords to increase the likelihood of driving incremental sales for shoppers who were in aisle for yogurt and similar products.
3. Optimized campaigns at the placement level on site, targeting strategic placements across the homepage to drive greater exposure of the brand on Albertsons interface.

The insights from Criteo’s KPI Lift dashboard combined with Flywheel’s Commerce Cloud platform’s media management and reporting capabilities enabled the team to implement changes in real time and validate the impact with ease.