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.
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.
See the steps below which outline how to pull a custom report by sales channel.
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: