SCALING alfies with retargeting ads
Growth Marketing • Facebook Ads • Campaign Strategy
About Alfies
Alfies is an Austrian on-demand supermarket that delivers a broad range of groceries in Vienna and Graz within 60 minutes.
3,99%
Add-to-Basket rate
0,18€
Cost per Add-to-Basket
1,34€
Cost per purchase
TheVentury not only added value by optimizing our existing campaigns but also by exploring new growth channels such as E-Mail Marketing and Instagram to acquire new customers.
Gunther Michl
Co-Founder
Alfies
How we made it happen
Challenge
Decrease the cost per acquisition (CPA) from 8€ to 5€
As a Growth Marketing client, we support Alfies with social media & paid ads. Our focus has been on running experiments on their Facebook channel. After a couple of months of working together on Facebook ads, we wanted to decrease the Facebook purchases from 8€ to 5€ with the same amount of transactions.
Approach
We created a retargeting campaign to reach website users who viewed a product in the last 60 days or added a product to the cart within the last 30 days but have not purchased in the last 7 days.
We chose the Catalog Ad type because it automatically shows products and categories which the website visitors were looking at on Alfies.at. The ad ran for 14 days.
Result
To achieve a decrease in the CPA we looked at the best performing audiences and found out that targeting website visitors already brings the most purchases. Our hypothesis for using catalogue ads was that people will more likely buy again when they see products that they are interested in. For example, if they visited the lemonade page at Alfies, they see different lemonades on Facebook and Instagram.
Furthermore, we optimized the campaign on an Add-to-basket instead of purchase level, because past experiences have shown that this brings cheaper purchases for almost the same amount.
The results were an almost 4% Add-to-Basket rate and reduced CPA to 1,34 €.
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