The Amazon Demand-Side Platform (DSP) has many applications. In a recent post, we explained how Amazon DSP can be used to direct shoppers to DTC websites. Brands familiar with DSP are now thinking far beyond Amazon when it comes to growing revenue through targeted display advertising.
Another option is to use Amazon DSP to grow offline Whole Foods revenue. This involves tracking customers who engage with online DSP ads and then go on to make a purchase at a brick-and-mortar Whole Foods store.
In today’s blog post Bobsled’s Ross Walker has explained the specific utility of this advertising strategy.
Why should grocery and CPG brands be using DSP to grow offline Whole Foods revenue?
In a nutshell; channel fragmentation and data-driven targeting.
Covid changed the grocery market irrevocably. Many who traditionally preferred the in-store shopping experience made the switch to ordering groceries online. As the world gradually opens up, a percentage of these shoppers will return to the stores for certain items. DSP allows you to develop personalized online ads for customers that prefer to buy in-person at Whole Foods locations.
And the real benefit is the unprecedented audience data that DSP provides brands. To excel in this omnichannel world, grocery brands need to understand what products to promote and sell on each channel. By delving deep into the data that DSP provides, brands can get clear on the shopping habits of their target customers, and therefore make intelligent decisions about how to advertise their assortments across the fragmented landscape.
How can DSP be used to track Whole Foods Market offline sales of products?
See the steps below which outline how to pull a custom report by sales channel.
- Enter the Report Center:
- Select the Products template from the Dimension field in the Configuration menu:
- Add additional columns. Only 11 columns are included in the standard settings, so to capture purchase data you can search and select to add these columns to your report:
- Example output:
- AMAZON.COM = purchases made online through the website (.com, Fresh, WFMOA)
- PRIME_NOW_US = purchases made via the Prime Now app
- WHOLE_FOODS_MARKET_US = purchases made in Whole Foods Market physical stores
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What DSP audiences are most important in relation to Whole Foods Market offline sales of products?
There are a bevy of audiences related to Whole Foods Market that are available to target with ads. These are lifestyle audiences and so they are based on a set of customer behaviors that qualify them for a given audience:
- They are segmented by specific behaviors and product categories
- Specific product categories:
- Specific service usages
- Specific service usages
- Each can be added individually or combined with other behavior and demographic audience segments to refine exactly who you are sending your ads to
- Use custom creative images or OTT video ads to speak to customers with these shopping behaviors and build brand awareness or Amazon responsive creatives to encourage purchases.
- There are almost 100 different categories to choose from! This is a great way to utilize retail and online customer data with DSP, however, it can be easy to overspend. Always ensure that your DSP manager has experience with this type of advertising (it is different to pay-per-click) to ensure your ROI is healthy