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Laboratoires Pierre Fabre, a leading French multinational pharmaceutical and cosmetics company, needed a way to evaluate the impact of the banner campaigns down to SKU level and allocate their marketing investments to the right products and activations.
In the fast-paced world of eCommerce, access to real-time metrics offers a competitive advantage when fine-tuning your marketing strategy.
Pierre Fabre wanted to proactively know their market share, order volume and category sales evolution to plan their activations based on data.
Pierre Fabre worked closely with Convert Group using eRetail Audit Marketplace to measure the impact of a banner campaign activation* with a major retailer within the Antiaging category relating to one of their brands, Avène.
With access to real-time data for that retailer, it became possible to get immediate results on their campaign and compare their performance with the competition.
For example, using eRetail Audit Marketplace, Pierre Fabre had a complete overview of their exposure and conversion rate but also the overall return of the campaign.
In addition, they could easily measure their market share against the competition to understand the magnitude of campaign success of their brand within the category.
*activation period comparison: 4/11/2021 – 3/12/2021 vs previous 30 days
With accurate, real-time retailer data Pierre Fabre could understand how the campaign results compared with the category by having access to both the category and brand evolution of sales, but also how this affected competitors.
Avène grew 4x faster within its category and gained market share from competing brands.
Moreover, it was now possible to measure the SKU with the highest contribution in sales value growth over the set campaign duration, allowing Pierre Fabre to measure SKU performance in campaigns with multiple products.
For example, AVENE – DERMABSOLU CREME DE JOUR FONDAMENTALE 40M, which was one of the products featured in their activation campaign, had the biggest sales value contribution.
To expand the campaign evaluation beyond key retailer data and into the total market and cluster 1 sales evolutions, the brand also used eRetail Audit Panel data to understand how they influenced the market on a wider scale.
Brand Sales Evolution Compared to 33% Retailer Category
Total Market: Brand Sales Evolution vs. 31,3% Category Sales Evolution
Cluster 1: Brand Sales Evolution vs. 34,7% Category Sales Evolution
Avène Order Growth vs. 33% Category Order Growth
Category Market Share
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