Matahari, Indonesia's largest retail platform, has been a cornerstone of the retail industry since 1958. As a well-established brand, Matahari has continuously adapted to the changing landscape of commerce, particularly in the digital age. The latest campaign aimed to enhance in-app first-time and repeat transactions among both new and existing users. This ambitious objective was crucial for maintaining their market leadership and ensuring sustained growth in an increasingly competitive environment.
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Strategy
We employed advanced analytics and machine learning algorithms to better understand consumer behavior and optimize targeting strategies. These technologies enabled the campaign to identify high-potential customer segments and tailor marketing messages to their specific needs and preferences. Additionally, the use of dynamic pricing and personalized promotions helped attract and retain customers by offering them the best possible deals. to ensure higher relevance and conversion potential, the campaign targeted users interested in retail shopping, bargain hunting, and family-oriented activities. Additionally, an extensive inclusion strategy was employed by overlaying GAIDs (Google Advertising IDs) and IDFAs (Identifier for Advertisers) of existing customers with ADA's XACT, a data management platform, to refine the targeting accuracy.
The Results
ADA achieved +68% month-on-month transaction growth, maintained high customer retention rates, tripled average basket values, and achieved a 32X return on ad spend (ROAS) compared to previous campaigns. Through strategic cost optimization and effective Conversion Rate Optimization (CRO), ADA showcased its ability to deliver substantial ROI in a competitive market.
Awards
- Gold in Excellence Marketing to Specific Audience at Marketing Excellence Awards 2023
- Gold in Excellence in Mobile Marketing at Marketing Excellence Awards 2023
- Silver in Best in Mobile Campaign for a Specific Audience at Mob-Ex Awards 2023
