Winning back lapsed shoppers — segmented by why they lapsed.
Reactivate category-lapsed buyers via retail media — three problems, three campaigns.
The situation.
Your snack brand has 2.1M loyalty-identified buyers, but 340,000 of them have not purchased in the last 90 days. They're lapsing — switching to competitors or leaving the category. Each lapsed shopper represents €45 in annual lost revenue. Winning back even 15% of them would generate €2.3M in recovered sales.
How it runs end-to-end.
A step-by-step walkthrough of what happens inside the platform — and the value delivered at each step.
- 01
Lapsed shopper identification — Shopper IQ
Loyalty data identifies 340,000 shoppers who purchased your brand at least twice in the prior six months but not in the last 90 days, segmented by lapse reason: switched to competitor (145K), left the category entirely (85K), reduced frequency (110K).
Value deliveredNot just "lapsed" — segmented by reason for lapsing.
- 02
Contextualised diagnosis — Brand Brain
Switchers are concentrated in postcodes where the competitor ran a heavy multi-buy promotion. Category leavers are concentrated in postcodes with the highest inflation impact (PP < 85). Frequency reducers are evenly distributed — likely responding to general price increases.
Value deliveredDifferent lapse reasons require different campaign responses.
- 03
Three parallel retail media campaigns
Switchers: "Taste the difference" creative on CTV + display, measuring re-conversion. Category leavers: value messaging on mobile near stores, measuring category re-entry. Frequency reducers: loyalty-building creative co-funded with retailer including loyalty-points incentive, measuring frequency recovery.
Value deliveredThree different strategies for three different problems, all activated from one platform.
- 04
Closed-loop measurement
Clean-room measurement of actual repurchase rates: switchers reconversion 18% (26,100 returned); category re-entry 9% (7,650 returned); frequency recovery +22% among exposed reducers; total recovered revenue €1.8M annualised.
Value deliveredMeasurable revenue recovery attributed directly to the campaign.
Benchmark ranges.
Drawn from the platform's capabilities. Use as projections, not guarantees.
- Switcher reconversion
- 12–20%
- Category re-entry
- 6–12%
- Frequency recovery
- +15–25%
- Revenue recovery per €1 spent
- €4–7
Keep reading.
Defending market share against a competitor attack.
Detect share decline within a week, diagnose the cause in seconds, and ship a hyperlocal response campaign in days — not the 12–16 weeks a traditional brief would take.
Launching a new product into the right postcodes — not the entire country.
A €2M, 12-week launch for a premium organic SKU. Find the postcodes with the right combination of category growth, purchasing power, distribution and weak competition — and concentrate the budget there.
Proving advertising ROI to the CFO — in finance language.
Replace impression decks with reports the CFO actually reads: incremental units sold, cost per unit, ROAS at the product level — validated by matching exposure to retailer transactions.
Optimising trade promotion spend — store by store.
€12M of trade promotions across 30,000 stores, where 40–60% is wasted on stores already dominated or below the demand threshold. Score every store, match the right promo to each, and amplify with hyperlocal media.