ALTEX Proved Retail Media Incrementality and Doubled Marketing Investment on Skroutz Marketplace

The increased investment led to remarkable outcomes:

• Outstanding ROAS: The extended campaigns continued to achieve an average ROAS of 14.4x, reflecting the high return on the increased budget.
• Significant Incremental Sales Growth: The additional investment resulted in a 74% increase in incremental sales value, highlighting the direct impact of the increased spend.
• Enhanced Product Visibility: Product pageviews rose by 507.2%, demonstrating the effectiveness of the media spend in boosting visibility and consumer engagement.

Proving Retail Media Incrementality

ALTEX utilized key metrics like incremental sales and iROAS to justify increased investment based on clear, proven incremental results. By analyzing incremental sales, ALTEX was able to isolate additional revenue directly generated by the campaign. iROAS further clarified the return on this incremental spend, ensuring accurate attribution of sales to specific marketing efforts.

The Flywheel Effect

The successful test-and-learn campaigns demonstrated a classic flywheel effect in action. The initial investments created momentum by enhancing product visibility and driving higher engagement. This led to increased sales, which further fueled consumer interest and improved brand presence on Skroutz. The cycle of positive results and growing consumer interaction created a self-reinforcing loop, where each success built upon the last, generating progressively greater returns.

Doubling the Investment

Based on the success of the trial period, which proved a 7x ROI and demonstrated clear retail media incrementality, ALTEX decided to double their yearly retail media investment on Skroutz. This strategic decision was influenced by:

• Proven Success: The strong performance metrics from the test campaigns, including high ROAS and significant sales growth, demonstrated that additional investment would likely continue to drive substantial returns.
• Strategic Allocation: The positive effects of the initial campaigns, such as increased visibility and engagement, justified a larger budget allocation, leveraging the flywheel effect to amplify success.